Watch Me: VOD Use On Upswing

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Video-on-demand programming soared in July to another new record. Some 655 million VOD orders and views were made in July -- up 11% over the previous month and 19% higher than July 2008, per Rentrak Corp., the media measurement company.

Rentrak says there was a 15% increase in the number of unique set-top boxes accessing on-demand programming, when comparing like-to-like cable systems.

In looking at just free on-demand transactions, July posted 476 million, of which music-related content remained as its biggest category, representing about one-third of all VOD programming activity with 146 million transactions.

Rentrak also notes that average minutes per day watching VOD programming increased 47% in July. This TV category had its strongest month of the year with an 18% increase.

Music on-demand programming climbed 17% with kids' on-demand up 10% in terms of transaction made in accessing VOD programming.

Rentrak notes that about 36 million homes and 89% of all digital television households have access to some type of on-demand service. The company says it has access to some 54 million set-top boxes.

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