CTAM report shows strong demand for HD on-demand programming
February 20, 2007
A recent report from the Cable & Telecommunications Association for Marketing (CTAM) shows that HD and on demand are a natural fit among cable customers with access to both.
Although HD on demand hasn't been fully deployed, 67 percent of customers who report being aware of HD programming through on demand and subscribe to cable HD programming packages report they have watched an HD program or movie through on demand.
Forty-six percent of cable HD customers who weren't aware of HD programming on demand want it, as do 43 percent of satellite HD customers. In fact, 13 percent of satellite customers, an additional 20 percent of satellite HD customers and 19 percent of digital cable customers said they were likely to subscribe to a cable HD programming package in the next six months to get HD programming on demand.
The CTAM "Pulse" report also found general growth in demand for on-demand programming. In 2006, 54 percent of digital cable customers had ordered on demand, compared to 49 percent in 2005 and 35 percent in 2004. The report, which examined consumer awareness, familiarity and usage of on demand and its features, also found usage to be higher among premium cable customers. In 2006, 56 percent of premium cable customers had ordered on-demand programming, compared to 51 percent in 2005 and 34 percent in 2004.
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