HDTV Households Opt for HD VOD6 Jul, 2010 By: Erik Gruenwedel
About 50% of households with high-definition television (HDTV) will watch video-on-demand (VOD) in HD and other premium channels, according to a new report.
In its May report on home electronics, Centris Research found that 68 million U.S. households have at least one HDTV, triple the number of homes since the first quarter of 2007. The Fort Washington, Pa.-based research company reported that HDTV households had an average monthly cable bill $17 higher than comparative homes without HDTV.
Centris believes the higher bill is likely due to HDTV households being more inclined to subscribe to premium cable channels, pay for digital video recording (DVR) and access transactional video-on-demand (VOD), among other services.
Digital movie revenue, including downloads and online rentals, reached $617 million in the first quarter this year, up 27% from the same period last year, according to DEG: The Digital Entertainment Group.
“Our research shows that HDTV and related services are now in the mainstream of household technology,” said the report. “Growth rates are slowing as market penetration has increased.”
The report also found that nearly 30% of HDTV households do not actively watch HD content, which it believes is likely due to consumer ignorance about the availability of high definition content.