Comcast leads rental category

iTunes is no match for pay-TV VOD, according to new NPD Group research.

A la carte movie rentals, or iVOD, are particularly popular on cable VOD, which accounted for nearly half of all such transactions in the first half of 2012. Apple’s digital storefront managed 8% share–less than Comcast (23%), DirecTV (14%) and Time Warner Cable (9%) drew individually.

Verizon finished just behind iTunes with 7%, but telco iVOD is growing faster year-over-year than the entire category, 24% to 15%.

NPD’s Videowatch VOD report does not include subscription VOD services like Netflix or electronic sell-through.

“When it comes to paying for on-demand movies on an a-la-carte basis, cable companies are by far the primary conduit, due in large part to their widespread penetration and usage in Americans’ homes,” said Russ Crupnick, senior VP of industry analysis for NPD Group. “Even as iVOD, and VOD from satellite-media companies and telcos grow in popularity, cable companies continue to dominate the VOD movie rental market.”

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