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Report: Movie Rental Streams Should Target TV, not PC

24 Sep, 2007 By: Erik Gruenwedel

Adult broadband users prefer to stream movie rentals to the television and not the PC or remote device, according to a new study.

The study appears to be at odds with digital rental strategies put forward by Blockbuster and Netflix. The former recently purchased online download service Movielink with the intent to expand Total Access beyond the mailbox. Online rental pioneer Netflix has spent millions offering rental streams to the PC.

With cable video-on-demand emerging as movie rental distribution channel, the report by Dublin-based Research and Markets said digital rental habits among adult broadband users are more fickle than ever.

The study found that among consumers who rent movies from a traditional video rental store, 12% to 15% also use pay-per-view and VOD, and 14% use direct mail (online) services.

About 30% of users feel comfortable downloading movies from the Internet and a majority said it was “imperative” rental services target the home TV and not the computer.Representatives from Blockbuster and Netflix were not immediately available for comment.

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