Report: Americans to Spend More Time on VOD Viewing by 2012

SILVER SPRING, September 26:
According to a new report from market research firm Pike & Fischer,
Americans will spend nearly two hours per day on video-on-demand viewing by
2012.

According to the report, while
the average monthly TV viewing time per U.S. household will remain relatively
stable, the amount of that time spent on viewing VOD will rise from 8.5 percent
at the end of this year to about 38 percent by 2012. This means that within the
next five years, Americans will spend more than a third of their daily
TV-viewing time on watching on-demand programs rather than regularly scheduled
shows and events.

"Cable companies in
particular are identifying advertising as a key area of growth potential, since
the addition of high-speed Internet and digital phone customers will eventually
level off," said Scott Sleek, the author of the report, and director of
Pike & Fischer's Broadband Advisory Services. "Video on demand will
enable more targeted advertising, based on user profiles and viewing
habits—the same way sites like Amazon.com operate today. That will make
television an appealing marketing platform for advertisers."