Transactional VOD has been available in the United States for years — largely through cable and satellite TV operators with little consumer traction. That trend is changing. A new Parks Associates study found that 37% of U.S. broadband homes use transactional VOD on a regular basis. Those households also proportionally opt for subscription streaming.

Indeed, about two-thirds of Amazon Prime Instant Video subscribers also rent or purchase titles through the service, and their average expenditures are increasing. By contrast, expenditure on downloads among Netflix subscribers is decreasing, according to Parks.

"Subscription services are the most popular form of OTT video, but a transactional service that offers a wide selection of titles and easy-to-use controls can score with consumers and create new revenues," Barbara Kraus, director, research at Parks, said in a statement.

From the article "Warner Ups South Korea Home Entertainment Profile" by Erik Gruenwedel.

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