Cable VOD Service Not a Killer Application, But Still a Useful Tool Reports In-Stat/MDR.SCOTTSDALE, Ariz. -- While cable Video-on-Demand (VOD See video-on-demand. VoD - video on demand ) service might never be a huge revenue generator, it can still serve as an important service "differentiator" in terms of comparing digital cable TV services to satellite TV services, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. In-Stat/MDR (http://www.instat.com). The high-tech market research firm reports that even as the number of VOD users is on the rise, consumer interest in VOD service remains lukewarm luke·warm adj. 1. Mildly warm; tepid. 2. Lacking conviction or enthusiasm; indifferent: gave only lukewarm support to the incumbent candidate. due to concerns about pricing and a continued lack of compelling content. From the perspective of potential VOD users, a recent In-Stat/MDR survey showed that cable-based VOD services enjoy a high level of consumer awareness: 80% of surveyed U.S. households are now familiar with VOD service. The survey also showed that the percentage of cable TV households who were regular VOD users, the so-called "take rate," was only 8%. This percentage indicates that VOD service will likely remain somewhat of a niche cable service over the next few years. On a more positive note for VOD, In-Stat/MDR's Mike Paxton Michael De Wayne Paxton (born September 3, 1953 in Memphis, Tennessee) is a former starting pitcher who played in Major League Baseball from 1977 through 1980. He batted and threw right handed. notes, "The current 'Cost-per-Stream' for cable VOD service has dropped to approximately $300, so most operators now consider the economics of provisioning VOD services to be favorable fa·vor·a·ble adj. 1. Advantageous; helpful: favorable winds. 2. Encouraging; propitious: a favorable diagnosis. 3. ." As a result, US cable TV operators are increasing the availability of VOD services, while at the same time experimenting with different types of VOD service and programming packages. In-Stat/MDR has also found that: --Cable-based VOD service remains scarce outside of North America North America, third largest continent (1990 est. pop. 365,000,000), c.9,400,000 sq mi (24,346,000 sq km), the northern of the two continents of the Western Hemisphere. . Although the first significant service trials and deployments occurred in the past year in Europe and Asia, over 99% of all cable VOD users are still in North America. --By 2008, worldwide cable VOD subscribers are forecasted to reach 17 million. --As of mid-2004, approximately 50% of all US cable TV systems were offering VOD, and over 5 million US cable TV households were regularly using the service to watch movies, SVOD SVOD Subscription Video on Demand SVOD Stacked Volumetric Optical Disk SVOD Subscription Voice on Demand programming, and even "free" shows and events. The report, "Cable VOD Service: Not a Killer App A software application that is exceptionally useful or exciting. Killer apps are innovative and often represent the first of a new breed, and they are extremely successful. For example, in the late 1970s, the VisiCalc spreadsheet was the killer app for the Apple II, providing reason , But Still A Useful Tool" (#IN0401242MB), covers VOD services provided by cable TV operators. It describes the relationship between interactive TV services and VOD, and discusses the different types of VOD services that are currently available. The report specifically examines the economics of cable TV's VOD services, looks at the business model challenges facing VOD, and provides a comprehensive look at current cable-based VOD deployments. The report also provides the results of two VOD surveys. The first survey polled US cable TV systems operators about the current and future availability of VOD services. The second survey asked over one thousand US households about their awareness, and their use, of cable-based VOD services. In addition, the report provides North American North American named after North America. North American blastomycosis see North American blastomycosis. North American cattle tick see boophilusannulatus. and worldwide forecasts for VOD subscribers and service revenues through the year 2008. To purchase this report, or for more information, please visit: http://www.instat.com/catalog/Ccatalogue.asp?id=39 or contact Courtney McEuen at 281-246-4668; cmceuen@reedbusiness.com. The report price is $2,995. About In-Stat/MDR In-Stat/MDR (http://www.instat.com) offers a broad range of information resources (1) The data and information assets of an organization, department or unit. See data administration. (2) Another name for the Information Systems (IS) or Information Technology (IT) department. See IT. and analytical analytical, analytic pertaining to or emanating from analysis. analytical control control of confounding by analysis of the results of a trial or test. assets to technology vendors, service providers, technology professionals, and market specialists worldwide. The company stands alone in its ability to integrate both supply-side and demand-side research methodologies into a single comprehensive view of technology markets and products. This capability relies on a unique ability to cover the entire value chain from engineering-level technology, through equipment, infrastructure, services and end-users. In-Stat/MDR is part of the Reed Electronics Group, a division of Reed Elsevier (www.reedelsevier.com), a world-leading publisher and information provider. With over 38,000 employees worldwide, Reed Elsevier operates in the science & medical, legal, education and business-to-business industry sectors, providing high value and flexible information solutions to professional end users, with increasing emphasis on the Internet. |
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