• by Wendy Davis  @wendyndavis, June 14, 2005

Online movie rental services should advertise on movie trailer sites to take advantage of a nearly insatiable appetite for content by video-on-demand users, suggests a study released Monday by Jupiter Research.

"Blockbuster and Netflix have, for the moment, the edge over VoD," states the report, "The Hungry VoD Consumer." "These online rental businesses must maintain a presence on movie trailer sites," recommends the report, authored by analyst Todd Chanko.

The conclusions are premised on a September JupiterResearch/Ipsos-Insight Entertainment and Media survey of 190 video-on-demand users, 1,622 video renters, 1,702 moviegoers, and 2,231 total online consumers.

The results showed that on-demand users are "avid" video watchers who "consume more video than video renters or online consumers overall." But, due to the limited supply of on-demand movies, on-demand users also turn to video stores and movie theaters for their film fixes. The on-demand group appears to be especially intrigued by Internet-based services. Twenty-one percent of respondents who used video-on-demand said they were interested in renting movies via the Web, compared to 13 percent of all online consumers.

The on-demand contingent also was more enamored of movie trailers on the Web, with 39 percent reporting they were interested in watching such trailers, compared to 28 percent of moviegoers and 26 percent of in-store video renters.