Virgin Media is expecting to each one billion views on its popular video on-demand service this year, the company has said.
Revealing the Virgin Media Entertainment Index 2010, the company said that if its VOD service were a channel, then it would be the third most popular channel in the UK behind BBC1 and ITV1.
According to the index, the Virgin Media VOD store has garnered more than 900 million views in 2010, 10 percent more than in 2009. Those 900 million views accounted for 430 million hours of video, which would take 49,000 years to finish if viewed by a single person.
The company stated that on an average, each Virgin Media VOD customer spent two and a quarter hours on the platform each week.
Cindy Rose, executive director of digital entertainment at Virgin Media, said in a statement, “This year looks set to be transformational in terms of how we watch our favourite shows and I expect we'll break through the milestone of one billion views in the coming months.”