Joseph O'Halloran ©RapidTVNews | 01-09-2011

In what marks the first of a monthly publication of performance statistics, Channel 4 has reported strong year on year uptake for its 4oD video on demand (VOD) service.

The UK’s fourth largest broadcaster has reported 242 million VOD views in 2011 for 4oD on all online video platforms—including, YouTube, SeeSaw, iOS, PlayStation, BT Vision, Virgin Media and Talk Talk. This represents a 20.9% growth year on year.

In what is great news for advertisers, the service was used on average for 24.0 minutes per accessed view and the average time spent per month per unique user was 1.8 hours. In all there were 3.4 million monthly unique viewers on average.

Entertainment and drama were the most popular VOD types in July 2011 accounting for 9,153,389 and 6,690,407 views respectively out of an overall total of 29 million views.

The data comes only days after Channel 4 announced that its flagship news programme will now be available on demand through 4oD. Accessible through the 4oD website, or through an iPad app, Channel 4 News' weekday programmes will now be available for 24 hours after the main 7pm bulletin is broadcast.

Commented Vicky Taylor, Commissioning Editor New Media; News and Current Affairs at Channel 4 News: "4oD is the most successful commercial player in the UK VOD market, and it is steadily growing. It makes sense that Channel 4 News, a cornerstone of the schedule is also available through that platform, in addition to the catch-up options provided by our app and by the Channel 4 News website."