Video-on-demand is steadily increasing in popularity and will occupy well over a third of Americans' TV-viewing time by 2012, according to research done by information solutions company Pike & Fischer. The report examines the shift in TV viewing from scheduled broadcasts to shows that can be viewed at any time. The firm says that as viewers' preferences change over the next several years, advertisers' focus will change as well.
According to Pike & Fischer, the majority of US households will watch some form of video-on-demand through cable, satellite, or fiber-optic lines within the next five years. But Americans won't be adding video-on-demand shows on top of their regular TV viewing--the firm predicts that the average monthly time spent watching television will remain relatively stable. Instead, the proportion of time spent watching video-on-demand shows will grow, from 8.5 percent in 2007 to 38 percent in 2012. "That translates into nearly two hours of VOD viewing per day," writes the firm.