MUMBAI: In the US, viewers spent more than 3.1 billion hours watching Video on Demand (VoD) content last year, says the media measurement company Rentrak in its report.
 
Rentrak has announced the Rentrak State of VoD: Trend Report 2009. The report encompasses industry-wide performance data for all of 2009, and is based on an aggregation of data from Rentrak‘s On Demand Essentials service which tracks 70 million set-top-boxes (STBs) across 33 operators and for more than 100 content providers.

Some of the key findings are:

Active users of VoD are ordering an average of 16.4 free programs per month, 8.7 subscription programs and 2.0 movies-on-demand
  
Viewers placed 5.1 billion FOD orders and spent nearly 1.6 billion hours watching FOD content
Subscription Video-On-Demand (SVOD) content had 1.6 billion transactions and more than 1.1 billion hours of playtime
Transaction-On-Demand (TOD) content had more than 208 million orders totaling more than $963 million dollars in gross revenues in 2009.