×
You will be redirected back to your article in seconds

Labor Day Is Huge for VOD Rentals Thanks to Back-to-School Trends — And Beer

On Labor Day, cinemas are usually stuck in the doldrums. This year, it’s the worst Labor Day weekend for the domestic box office in two decades.

But for VOD rentals on pay-TV providers, America’s unofficial end to summer zooms off the charts.

Over the last three years, VOD rental transactions have been approximately 100% higher on Labor Day compared with the average rate of other Mondays, according to marketing data analytics provider one2one Media. Video-on-demand customers on Labor Day are primarily women 25-54, according to one2one. The company obtains data from sources including comScore/Rentrak and more than 40 pay-TV operators.

Comcast’s own data backs up those findings: On Labor Day 2016, the cable giant’s VOD revenue was up 97% compared to other Mondays in August 2016.

What’s behind VOD’s Labor Day festivities? Here are a few reasons to explain the bump for the U.S. holiday that falls on the first Monday in September:

1. Studios don’t usually open big movies over Labor Day, while summer blockbusters are on VOD. Home-video activity in early September is likely a beneficiary of Hollywood’s release-window cycle. Studios don’t schedule tentpole releases on Labor Day weekend, because it bumps into the start of the new school year. Meanwhile, the biggest theatrical titles of the summer have now arrived on VOD: Currently, Warner Bros.’s “Wonder Woman,” the biggest movie of the summer of 2017, is now available on video-on-demand, along with Disney-Marvel’s “Guardians of the Galaxy Vol. 2,” “Alien: Covenant,” and “King Arthur: Legend of the Sword.”

2. School’s back in session. Families have often concluded their summer vacations by Labor Day, and in most areas the school year has either already started or is about to commence. That means lots of people are parked at home, with a VOD movie just a few button pushes away.

3. It’s a big drinking holiday. It’s no coincidence that New Year’s Eve is the other major day on the calendar when VOD rentals skyrocket — similarly seeing about a twofold increase in activity, according to one2one. After a few beers, it seems, people are more willing to shell out a few bucks for a VOD title.

4. Not much is happening on TV. The fall television premieres haven’t started yet, and there aren’t any major sporting events on TV aside from the U.S. Open tennis tournament (which this year features women’s and men’s singles matches in the Round of 16).

So if you’re like many Americans, today you may be filling up the cooler, lighting the grill — and firing up the VOD.

Pictured above: Verizon’s Fios current on-demand new releases movie menu.

More Digital

  • apple music

    Verizon Bundles Apple Music With Top-Tier Unlimited Wireless Plans for No Extra Charge

    Verizon has expanded its ties to Apple — offering wireless subscribers on its two most expensive unlimited plans access to the Apple Music for no extra charge. Starting Jan. 17, Apple Music will be included in Verizon’s Beyond Unlimited and Above Unlimited plans, the telco announced Tuesday. For Apple, the bundling agreement promises to augment [...]

  • Infowars Alex Jones

    Roku Removes Infowars Channel Following Backlash

    Roku has taken the Infowars channel off its platform after the streaming device faced criticism for carrying the controversial program hosted by right-wing conspiracy theorist Alex Jones. “After the InfoWars channel became available, we heard from concerned parties and have determined that the channel should be removed from our platform,” stated the company’s tweet on [...]

  • SAMUEL L. JACKSON in Glass. M.

    ‘Glass’ Again Tops Studios’ TV Ad Spending

    In this week’s edition of the Variety Movie Commercial Tracker, powered by the TV advertising attention analytics company iSpot.tv, Universal Pictures claims the top spot in spending for the second week in a row with “Glass.” Ads placed for the superhero thriller had an estimated media value of $9.89 million through Sunday for 1,183 national [...]

  • Snap Inc

    Snap CFO Tim Stone to Leave Company

    Snapchat corporate parent Snap Inc. is facing another major executive departure: The company’s chief financial officer Tim Stone is on his way out, Snap revealed in a regulatory filing Tuesday afternoon. Stone will stay with the company to find a new candidate for his position for the time being, according to the filing. His last [...]

  • birdbox Sandra Bullock

    Will Netflix's Latest Price Hike Spur a Customer Backlash?

    Netflix is rolling out its biggest price increase to date — including hiking the standard HD plan from $10.99 to $12.99 per month — for all subscribers in the U.S. and parts of Latin America. The obvious risk: Some customers will see the higher prices as a reason to bail on Netflix, while there’s also [...]

  • Alex Jones Infowars

    Roku Faces Criticism Over Infowars Channel

    Streaming device maker Roku faced a backlash Tuesday over its decision to carry a channel for Infowars, the controversial website of right-wing conspiracy theorist Alex Jones. The company responded by saying that Infowars wasn’t currently violating its terms of use. The uproar over Roky carrying Infowars comes a few months after most other major platforms, [...]

  • BTS 'Burn the Stage: The Movie'

    BTS 'Burn the Stage: The Movie' Documentary Set to Hit YouTube Premium Service

    “Burn the Stage: The Movie,” a documentary following K-pop group BTS on their 2017 concert tour, will be streaming on the YouTube Premium subscription service starting this Friday. The movie is based on the previous YouTube original series “BTS: Burn the Stage.” Since its release in theaters worldwide last November, “Burn the Stage: The Movie” has [...]

More From Our Brands

Access exclusive content