As evidenced by the chart below, music continues to take more and more of the VOD pie. In fact, July was the best month for VOD in the music category this year, with nearly 18 orders per set top compared to 12 orders per set top for the kids category, which remains the 2nd most ordered category. Free movies–once the mainstay of VOD–have become a relatively small slice these days, garnering just 9% of the orders (although it’s important to note that movies are longer and therefore would elicit fewer orders than shorter form fare such as music, kids shows and episodic TV shows).
|Category||% of Total Orders||Orders/STB|
|The Cutting Edge||4%||6.00|
|Source: Rentrak On Demand Essentials July 2009. Data based on Rentrak reporting MSOs as of 08/21/09.|