VoD delivered through TV sets will be more popular than PC-delivered VoD, with new developments, such as Project Canvas, having the potential to boost audience figures, the study by WPP's Kantar Media predicts.
Kantar surveyed 2,429 respondents aged 12-plus for the study, called FutureProof.
Of the 453 Virgin Media households surveyed, 75% have used a TV VoD service in the past four weeks, compared to 45% that used PC VoD services in the same period.
More than 90% of consumers have a high level of awareness of TV VoD, with 26% intent on trailing the service, the survey found. The biggest driver of PC VoD use is catch-up programme viewing.
Kantar Media director Charlie Gordon said new developments such as Project Canvas will boost consumer appetite for TV-delivered VoD, with three-quarters of consumers now owning a high-end TV, often with the internet connectivity needed that will deliver VoD.
Yesterday (22 December), the BBC Trust provisionally approved the BBC's involvement in Project Canvas, the TV internet on-demand service backed by BBC, BT, Five, ITV, Channel 4 and TalkTalk.