Despite the fact that VoD systems have succeeded in attracting millions of users, they have failed to translate the use of free on-demand content into rental revenue. This is illustrated by the fact that in the U.K., PayTV VoD and VoD systems are responsible for only 4% of total video rental revenue.
There are a variety of ways in which Content Discovery strategies can contribute additional ARPU, yet service providers are failing to use even relatively well understood digital marketing techniques such as targeting and social networking to help improve this situation.
