Comcast Cable said it will trial a system from Rentrak Corp. that anonymously measures and reports video-on-demand usage data. Comcast expects to begin testing the platform this May in Philadelphia.
Rentrak's "VOD Essentials" platform will aggregate and analyze VOD viewership data. In turn, Comcast hopes the data will help it better understand viewer preferences for on-demand content.
"We're looking forward to working with our content partners and Rentrak to develop standardized reporting metrics that will provide valuable data to operators and programmers," said Page Thompson, Comcast's vice president, marketing, new video products.
Comcast offers VOD to about 50 percent of its customers, and plans to bump that to 80 percent by year-end.
Another company that offers VOD data analysis technology is Everstream Inc., a company that already has deployment deals with Adelphia Communications and Time Warner Cable.