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Survey: VOD, 3-D Pique Consumer Home Video Interest

9 Jun, 2009 By: Erik Gruenwedel

Spurred by the increased availability of new-release movies day-and-date with packaged media through video-on-demand (VOD) and theatrical successes of Disney/Pixar’s Up and DreamWorks Animation’s Monsters vs. Aliens, a growing number of U.S. consumers said they would like to see VOD and 3-D content in the home, according to a new survey.

The NPD Group said 24% of respondents opted for cable VOD for new movie releases the same day as they are released on DVD and Blu-ray Disc. Another 17% said they would like to watch 3-D movies in the home.

Indeed, 14% of respondents said they liked DVD or Blu-ray releases that included a digital copy for playback on a PC. Another 14% said they wanted to be able to burn a copy of a legitimately purchased digital download.

The survey also found that 12% of respondents watched ad-supported content on social networking sites, while 8% downloaded a movie from a video game console and 4% streamed a video on a mobile phone.

The results are based on an online sample of 11,000 consumers who actively watch movies DVD, Blu-ray, TV and related digital sources.

“As they encounter new methods of watching movies, and new film technologies, home video aficionados will begin to expect the same experience in-home as in the theater, not unlike the evolution of surround sound,” said Russ Crupnick, entertainment industry analyst for NPD. “Although usage and interest in some of these formats is low today, we expect they will grow as the technology improves and as consumers become more familiar with the latest available options.”

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