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Share of video on demand users in selected countries from 2010 to 2013

The statistic shows the take-up of video on demand on the TV in selected countries from 2010 to 2013. In 2012, 29 percent of U.S. internet users used video-on-demand services.


Online video consumption in the United States - additional information

Demand for a more personalized experience for users and the increased usage of smartphones, tablets, and other devices are raising expectations for the video on demand industry. Video on demand markets are merging in order to obtain higher market visibility. A wide range of services such as internet, broadcasting, and television programs are available for industry users. Prominence in education, research, conference, and of course, entertainment industries allow the video on demand market to reach a broad audience.
The share of video on demand users in the United States and the United Kingdom was at 33 percent and 23 percent, respectively, in 2013. However, in Australia and Germany, the share of users was much smaller at only nine and eight percent, respectively.
In the United States, free on demand videos dominated with 61 percent of time spent on these types of videos in 2012.
The types of video on demand consumed in the United States in 2013 where dominated by movies with 81 percent of users. Alternatively, TV shows were only consumed by 65 percent of users.
Variation among users by ethnicity is also prominent. In the United States, people with a white ethnicity were more likely to use video on demand with a 72 percent, compared to other ethnicities.

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 2010201120122013
United States 36% 34% 29% 33%
United Kingdom 20% 24% 22% 23%
China - - 17% 22%
France 27% 29% 20% 22%
Italy 11% 14% 15% 14%
Australia - - 6% 9%
Germany 6% 9% 5% 8%
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