VOD – Demanding audiences

It's hard to believe it has been less than a year since the BBC launched its much-awaited iPlayer, so deeply is it now entrenched in British viewing habits. More than 3.5 million programs were streamed or downloaded in the two weeks following its Christmas Day launch last year, and the growth has been equally impressive ever since, with UK-based viewers making more than 100 million program requests in the first six months. Whilst Channel 4's launch of a similar catch-up service has been less spectacular in take up, it's fair to say that video on demand is here to stay and is greatly changing British viewing habits. Now all four terrestrial broadcasters have launched catch-up services, whilst at the same time trying to come up to speed in the new world of VOD.