3D Video on Demand

At present only 0.1% of VOD libraries are 3D titles. Based on many discussions with some of the worlds leading platforms these titles are performing very well (up to 5% of total revenues). This suggests that 3DTV owners are much more likely to purchase VOD titles than 2D viewers. According to one client, some viewers purchase the same title several times to showcase their new TV set to friends, family and neighbours. Maybe this is also due to the fact that the active 3D glasses are still relatively expensive. Instead of investing in more glasses, the viewers seem to opt for repeat orders of the same film. This is good news for content owners and platforms that are exploring 3D at the moment. I expect to see much more 3D offerings on global VOD platforms and rising prices. One operator charges up to 10 Euros per title already – as expensive as a ticket to the movie theatre.