Rentrak and NPD Get Closer to VOD

In the US, multi-screen media measurement specialist Rentrak has partnered with retail information provider The NPD Group, to provide a 360 degree view of video-on-demand (VOD) users.

The partnership will extend Rentrak's existing 'State of VOD Trend Report' - which now includes data for the first six months of 2010 - with the addition of a new 'VOD Consumer Profiles' supplement. This will include a combination of behavioral, usage and consumer profile data on topics such as free-on-demand (FOD), transactional-on-demand (TOD), demographics, other media usage, purchase and rental behavior.

Data is drawn from The NPD Group's 'Entertainment Trends in America' study, which concluded in March 2010.

Through the new report, users will be able to identify how VOD users watch movies; if the VOD user purchases more or fewer movies across different formats; and the types of devices that are most used to rent or purchase content.

'Our partnership with The NPD Group has allowed Rentrak to create a knowledge-based report that can be used as the industry resource to quantifiably answer key questions regarding VOD consumers,' stated Kristie Fortner, VP of Syndication at Rentrak.

Fortner said that separately, Rentrak is currently leading a major VOD initiative working with network clients to provide a transparent view of on-demand content.

Web sites: www.rentrak.com and www.npd.com .