More Danes rented movies over the internet and cable TV during 2011 than ever before.
TDC Group, the largest provider, says no fewer than 2.9 million screenings were carried over its network, almost three times more than in 2010.
“The launch of a new rental concept in the second half has led to an explosive growth in consumption. Currently customers are watching around half a million movies a month, if it stays at the same levels, the on-demand market will probably overtake the market for DVD rentals in 2012,” said Ulf Lund, vice president of TDC’s cable subsidiary YouSee.
Since September YouSee has been offering subscribers a subscription video on demand package known as 100 Film, where 100 titles are available at any one time. “It’s a rental model, which has surpassed our wildest expectations. It’s definitely something that gives us inspiration to future film products,” says Lund.