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"Transactional revenues from video on-demand (VOD) movies delivered by pay-TV operators will reach $2.4bn (\u00A31.47bn) in the US by 2013, a new report has claimed.  According to a study by Futuresource Consulting, revenues from VOD films will also cumulatively pass \u20AC430m (\u00A3379.8m) in the UK, France, Germany, Italy and Spain. The firm believes that improved electronic programming guides will help to boost consumer take-up of VOD services by simplifying search and purchase functions. However, the next stage would be &amp;quot;lifestyle-orientated&amp;quot; TV homepages, which are able to fully editorialise the large amounts of live and on-demand content to make it easier for consumers to find new and library material. Futuresource business consultant Carl Hibbert said that the growing level of competition in the VOD market means that consumers are in the &amp;quot;driving seat&amp;quot; to demand content when they want and how they want. However, he added that the pay-TV industry is &amp;quot;fighting back&amp;quot; by seeking to monetise its VOD services to run in addition to revenues gained from existing linear channels. &amp;quot;As well as improving their consumer proposition, reducing customer churn and recalibrating their brand positioning, operators are using VOD as a tool for driving up the average revenue per user,&amp;quot; Hibbert said. &amp;quot;Paid-for VOD is a small part of the market, but it is expanding, and that&amp;#039;s despite the glut of readily-available free and catch-up VOD. Growth opportunities are coming from the continued conversion of analogue to digital cable, the expansion of IPTV, and the introduction of hybrid services by satellite operators. &amp;quot;As movie release windows shorten and VOD releases come on stream &amp;#039;day and date&amp;#039; with DVD and Blu-ray we&amp;#039;re going to see more traction, but a number of studios are holding back, believing this may cannibalise their packaged media revenues.&amp;quot; Earlier in the week, PricewaterhouseCoopers warned UK broadcasters to maximise advertising around their VOD content or risk losing around \u00A3280m in annual revenues. "^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.digitalspy.com/tech/vod/news/a196628/us-vod-revenues-to-top-24bn-by-2013/>