(Credit: Daniel Terdiman/CNET)
Cable companies accounted for 48 percent of all on-demand movie rentals for the first half of the year, research firm NPD said in a press release Monday.
NPD says that cable VOD rentals for the same period increased 24 percent and is growing faster than Internet video-on-demand rentals, which saw a 15 percent increase.
Paying an upfront fee for an individual movie rental is different from services like Netflix and Amazon's Prime service, which offers unlimited renting for a flat monthly price.
Grain of salt time: NPD notes that its numbers are strictly for VOD and did not include subscription services such as Netflix and Amazon Prime. Netflix has over 24 million domestic customers and is among the frontrunners in delivering movies.
Nonetheless here's why the VOD rental category might be important. Netflix isn't getting the same level of movies it once did. That means there's plenty of demand for these movies that Netflix can't satisfy.
For Internet distributors, who do rent on a VOD basis, so far they've struggled to compete with their cable and satellite rivals, according to NPD.
Of the total paid video rental transactions, Comcast accounted for 23 percent and is the sector's leader, NPD said. Satellite TV provider DirectTV came in second with 14 percent and Time Warner Cable was a distant third with 9 percent.
Apple's iTunes came in fourt... [Read more]
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