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Talking about WWE, we ran the network with a lot of on demand viewing.
Thinkbox said it expected the average amount of recorded and playback TV viewing to settle at around 15-20% of total linear viewing, with the proportion of on demand viewing increasing as part of the time-shifted total.
Its approach to serving untapped viewer segments through a combination of traditional payments and an innovative, on demand viewing experience, is unique and creative," said Jeremy Pressman, a partner at ADvantage.
"The thing that has really damaged those sorts of shows is on demand viewing," he said.
It's a complicated project, not least because it set out to find ways to measure online, streaming video on demand viewing as well as offline download views.
Although iPlayer on demand viewing and listening on tablets and smartphones still lags far behind desktops and laptops, proportionally it is also growing rapidly from a low base just a year ago.
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Intel initially proposed recording everything on every channel for 30 days; that timetable was reduced to three days after some channel owners objected, noting that Nielsen counts only three days of video-on-demand viewing.
There are signs that rising on-demand viewing is denting DVD sales and rentals, a worrying sign for Hollywood executives who increasingly rely on disc sales to offset the rising cost of producing movies.
YouTube has launched a fresh Movies category on its website, gathering about 400 full-length films for your on-demand viewing pleasure, all free of charge.
Indeed, data from many countries shows on-demand viewing booming whilst old-style consumption wanes.
Thanks to the efficiencies of digital delivery, the studios actually earn three times the margin on each video-on-demand viewed that they earn on a store rental, while charging the same $4.
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