MUMBAI: The increasing use of video on demand (VOD) does not appear to reduce traditional television viewing in the US. A research report has been released by Nielsen Media Research and cable company Comcast

The three-month study of VOD consumers in Philadelphia shows that at this stage in the development of VOD, households that watch VOD are also heavy TV viewers, and there is no evidence that using VOD reduces the amount of viewing of traditional TV programming.

Nielsen Media Research GM, national services Sara A. Erichson says, Because video on demand is becoming an increasingly popular way for consumers to watch television the industry needs research to understand its impact.Nielsen, with the VOD audience data it can pull from its samples, combined with the ability to integrate third party data, is uniquely positioned to bring this insight.

Comcast senior VP, GM video services Page Thompson says, This study confirms that VOD complements the traditional TV viewing experience. In addition to watching programming not available on traditional TV, customers are using VOD to learn about shows they may not have seen before or 'catch up' on past episodes of series they've missed.