• by David Goetzl  @dgoetzl, August 10, 2011

Discovery continues to tout its "ID" or "Investigation Discovery" network as a growth outlet, and a study released Wednesday offered more evidence of its potential. The network, which by one measure has posted a 69% increase in 18-to-49 ratings in the current season, came in second in a survey tracking viewer interest.

According to Beta Research, 53% of respondents expressed a 4 or 5 on a scale where 5 is the highest and means a person is "very interested in viewing."

The ID was in a grouping of "digital basic, mid-sized networks." The results were also more than favorable for the National Geographic Channel, which topped the list at 64% and had its spinoff, Nat Geo Wild, tied with ID for second at 53%. History International followed at 52%, and Science Channel at 51%.

Among HD channels, Discovery's high-def outlet led (54%), followed by National Geographic Channel HD (49%). In the VOD arena, Discovery again led at 41%, followed by USA at 38% and History and TNT both at 37%.

As cable operators such as Comcast and Time Warner Cable offer live viewing on an iPad in the home, and ESPN is available on the go to limited subscribers, Beta said 22% of adults expressed a "very interested" opinion about iPad consumption. The number rises, however, with younger demos, where 18-to-34 viewers came in at 39% and 12-to-17 viewers at 43%.

The "Beta Research Cable Network Interest Study -- Interest in Digital Basic/VOD/HD Networks" was conducted with an online survey in April and May with a sample of nearly 3,800 pay-TV subscribers.

Questions for half of them covered emerging networks and HD networks, while the other half received questions on digital basic network and VOD channels.