TORONTO – The concept of "what you want, when you want it" continues to ring true with video-on-demand (VOD) consumers, according to new research from CTAM Canada.
The cable marketing organization’s December “In Touch” research says that viewership of almost all types of VOD programming was up in 2011, led by movies (70% compared to 50% in 2010) and TV series (56% compared to 38% in 2010).
The survey also found that VOD is perceived to improve the television experience (75% compared to 59% in 2010), with the ability to catch up on missed programming identified as a key benefit.
In terms of switching to digital cable to get VOD service, satellite subscribers show increasing potential (from 6% of respondents reporting 'very likely' in 2010 to 17% in 2011), but the strongest potential remains in upgrading analog subscribers to the digital platform.
The national, on-line survey of 2,098 Canadians aged 18+ was done between June 23 and July 6, 2011 for CTAM Canada by Charlton Strategic Research. Results are considered accurate to +/- 2.2%.
For more information on the report or to join CTAM, visit www.ctam.ca
– Lesley Hunter
