April 9, 2020
New data from Comscore shows a significant increase in VOD consumption in March as millions of Americans complied with pandemic stay-at-home orders.
Looking at all set-top box-based VOD (including free on demand, SVOD, TVOD and EST), the month of March saw a nearly 30% increase in average transactions per household that subscribes to VOD year-over-year — with the average subscribing household accessing, purchasing or renting 16 titles of VOD content over the course of the month. That’s nearly four more transactions per VOD subscribing household than in March 2019, according to Comscore.
Of the VOD subcategories, SVOD had the highest growth, with a 53% increase in average transactions per subscribing household March 2019 versus March 2020. Free on demand was next with a 21% increase for the same time period.
Week-by-week, Comscore’s research shows a steady upward climb for VOD in general with the week of March 29, 2020 having the highest growth for 2020 thus far, up 57% versus the same week in 2019. Of the subcategories, SVOD saw an 116% the week of March 29 from the same week in 2019, while free on demand and TVOD saw 38% and nearly 41% increases, respectively.
When focusing in on key genres within set-top VOD, the largest increase for transactions in March 2020 versus March 2019 occurred “Fitness” (up 147%), “Life and Home” (up 64%) and “Premium” (up 54%) (e.g., HBO, Showtime, and Starz content). Meanwhile, “Music” fell 10% for the same time period comparison.