Video on demand content is now being consumed by half the population of the UK, according to a new survey by ATVOD, the self-regulating industry body.
The survey, conducted by YouGov and timed to coincide with the launch of a new consumer awareness campaign, showed 50% of the population have used on-demand services, with 20% using them every week.
76% of the population is now aware of video on demand with 48% of those using the services doing so through the TV 41% through PCs, and almost a third (30%) using laptops.
The survey also showed 87% believes regulation should be in the hands of the individual, though there were calls for the signposting of unsuitable content.
Last week secretary of state Andy Burnham announced how the AVMS Directive would be implemented with regards to VOD services. ATVOD chairman Elizabeth Filkin said the organisation recognised its responsibility to make the public aware of its role in ensuring standards for on demand content are maintained.
