Comcast's 20 billion VOD views is a milestone worth noting. But the MSO may be able to spark more interest from advetisers in its free VOD platform if it offered a more detailed breakdown of how subscribers are using VOD. Nielsen releases lists of the top programs on broadcast and basic cable each week. Where are similar numbers from Comcast or its VOD research supplier Rentrak? What's the most popular free VOD program? Which cable or broadcast network has hottest programs on VOD? Where's this week's top 10? What is the average length of a viewing session for a VOD program? Comcast and other MSOs are looking to drive new revenue through VOD advertising, but media buyers won't invest in VOD without real data.
All I can tell you is that at least on the TV series VOD views I now get ads from Comcast. I haven't VODed a movie in a bit, outside of Turner Classic Movies (which were still ad free). Not sure if there are previews or anything on more up to date movies.
I asked Comcast to detail what percentage of its VOD traffic is from adult titles, but it said that it doesn't break out views for adult programming. The 20 billion VOD views since 2003 does include porn. Titles from Playboy, Hustler, and other porn suppliers are a huge money maker for Comcast and other pay TV providers, but it's a topic cable executives will rarely discuss. 60 Minutes ran an interesting segment on "Porn in the USA" in 2006, and wasn't able to get any cable executives to discuss the topic on camera.
I believe the director's cut of the Phil Harvey title is due out soon, with previously unseen footage of Phil deleting message board posts while dressed as Larry the Light Reading Attack Monkey...
Right, they don't divulge adult VoD numbers or break them out, but I recall being told that the margins on that stuff is almost criminal.... it was PPV's dirty little secret back in the day, so it follows that it could be VoD's as well. JB
Comcast's 20 billion VOD views is a milestone worth noting. But the MSO may be able to spark more interest from advetisers in its free VOD platform if it offered a more detailed breakdown of how subscribers are using VOD. Nielsen releases lists of the top programs on broadcast and basic cable each week. Where are similar numbers from Comcast or its VOD research supplier Rentrak? What's the most popular free VOD program? Which cable or broadcast network has hottest programs on VOD? Where's this week's top 10? What is the average length of a viewing session for a VOD program? Comcast and other MSOs are looking to drive new revenue through VOD advertising, but media buyers won't invest in VOD without real data.