Future Bright For Video-on-Demand, Says CEO Benya

In Web-chat Bob Benya, CEO of In Demand - the pay-per-view and video-on-demand content distributor - talks about his company and what the future holds.

For 2011, In Demand generated $1.3 billion in revenue and down-loaded approximately 175 million on-demand movie buys.

Bob Benya

What does 2012 look like for In Demand, Bob?

We're doing a lot of things with the release windows and trying to get more and more movies.  We're also trying to give customers a 48 hour rental window and doing a lot of packaging.  Having the customer purchase 3 or 4 movies at once at a lower price per movie.

In Demand had a very good year, what was that performance based on?

One, was to get day-and-date releases with DVD releases, which is now virtually 100%. Second, increasing the number of titles available for 48 hour rental. Third, is the Netflix hold-back, and we've been talking with the studios about extending Netflix's and other streamers hold-back. And finally, the continued expansion of acquiring independent films to fuel the VOD platform.  We are now working with over 50 independent film studios.  We've seen a substantial increase in the overall independent film business, and we are getting these titles the same day as theatrical release.

What's the future look like?

In Demand will be getting a lot broader and deeper on price testing and really looking at it in a much more sophisticated way.  I think the studios are definitely interested in optimizing their return on investment for movies, and I think they are going to release product earlier.  The other issue, we are big-time in favor of, is the studios offering 10 minute previews of movies to allow viewers an opportunity to watch before purchase - it's really good for our business.

Thanks Bob.

In Demand is owned by Comcast Inc., Cox Communications, and Time Warner.

Cheers,
Jim Lavorato