VOD grows more important for consumers

VOD is surging in popularity.

Posted on Sep 17, 2013 by YuMe

Internet video ads get viewed on desktop and laptop computer screens every month, an increasing number of people are watching these ads on their television sets. As smart TVs, set-top boxes and game consoles used for media entertainment become more popular, streaming content on the big screen is a major pastime for a growing number of U.S. consumers.

According to a new report from Nielsen, video on-demand, or VOD, is becoming a mainstream way consumers watch their favorite television shows and movies. Instead of having to tune in to television programming, people are increasingly watching shows whenever is most convenient or desirable for them. And device makers and content providers have taken note.

Nielsen stated roughly 60 percent of U.S. households watch VOD from a set-top box, up from 37 percent in 2008. The research provider noted that while such platforms once didn't offer the right content mix, networks have focused more on providing newer content in recent years to the point that episodes from current seasons are available to VOD users.

When it comes to what people watch on demand, more than half – or 52 percent – of viewers ages 18 to 34 opt for feature films. Twenty-nine percent choose drama series.

In addition to the Generation Y cohort, Nielsen noted consumers in the next oldest age groups – 35- to 49-year-olds and those 50 and older also represent significant rates of VOD viewing.

While VOD is often available through cable plans, consumers' use of it shows how much people value the ability to watch content whenever they choose. In addition to on-demand shows and movies, streaming media on the Internet and other similar ways of accessing content are increasing in popularity. Because accessing programming and films often involves the Internet, online video ads can reach an increasingly important audience.