Only 5% Rent iVOD Movies

According to The NPD Group, even with the increasing number of iVOD-capable devices -- including Internet-connected TVs, next-generation gaming consoles, streaming-media players, tablets, and smartphones -- the vast majority of these devices were not used to rent iVOD movies. Only 5% of the 134 million U.S. consumers who own iVOD-capable devices used them to do so. Even among owners of dedicated streaming media devices, only 14% reported making an iVOD rental transaction.NPD’s “Movie VOD Monitor” report defines iVOD movie rentals as movies that are rented from Apple iTunes, Microsoft Zune, Sony PlayStation Network, Amazon Instant Video, Vudu, Best Buy CinemaNow, and Blockbuster.com. Movie purchases or downloads that are permanently owned were not included in the report. Netflix is classified in the report as a subscription streaming service, not iVOD.