Time spent viewing free-on-demand television content jumped 40% over the past 12 months, which was up 29% over the preceding 12 months, according to estimates released this morning by TV audience
measurement firm Rentrak.
The findings, which are part of a 2012 “State of VOD Report” being released by the company are based on a universe of 43 million
U.S. televisions with access to VOD content each month, a base which itself grew 5% last year, and 13% the year prior.
“When considering free-on-demand programs
that were aired over just broadcast networks, numbers grew more significantly, including a 60% increase in total time spent viewing and a 47% jump in the total number of programs watched since the
previous year,” the report notes.
Rentrak President Cathy Hetzel said the findings are likely to reshape the budgets of “cable operators, content providers
and advertisers,” adding that the data indicates “how many ad dollars could be left behind if on-demand content is not considered by the planners of TV."