February 15, 2008

Modest Demand For Video On Demand

TV Providers Have A Year To Make This Work, Or Web-Based Competitors Will

by James L. McQuivey, Ph.D.

with Michelle de Lussanet, Lauriane Camus

Executive Summary (This is a document excerpt)

Video on demand (VOD) has bedeviled the television service provider market for years, first requiring massive technology investment and then persistently underperforming against expectations. Despite dramatic market moves in 2007, the VOD market has barely grown. Meanwhile, competition to satisfy consumers' on-demand needs through the Internet has taken off like a rocket. TV service providers have 2008 in which to finally make VOD content easier to find and more satisfying to watch — or must step aside and watch players like Hulu and iTunes walk away with the market.

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