VOD Now In 50% of Pay-TV Homes: MagnaGlobal

Video-on-demand was available in 52.5 million U.S. households — representing 50% of multichannel video subscribers — at the end of 2010, and is projected to grow to 70.1 million (63% of pay-TV households) by the end of 2016, according to MagnaGlobal’s updated quarterly forecast.

Magna’s definition of VOD, by the way, now includes over-the-top services, such as Netflix.

DVR penetration in the U.S., meanwhile, was 39.2 million (37% of pay-TV homes) as of the end of the fourth quarter of 2010, climbing to 61.9 million (56% of pay-TV homes) by the end of 2016, per Magna’s forecast.

Magna also tracks Internet connectivity. As of the end of the fourth quarter of 2010, approximately 84.7 million homes (71.5% of all U.S. homes) had Internet access, with 90% of them using broadband services. “Our long-term internet access forecasts now call for 99.4 million households to be online in 2016, of which 97.9 million will have broadband services,” the firm said.

In related news, Magna this week named Vincent Letang — formerly head of ad research at Screen Digest in London — to be executive VP, director of global forecasting. He takes over for Brian Wieser, who left in February to become chief marketing officer of Simulmedia, which has a joint venture with Magna.

MagnaGlobal is the strategic global media research unit of Interpublic Group.


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