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Demand driven

机译：需求驱动

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Iptv customers are finally buying video-on-demand services in significant numbers, but they are proving less of a money-spinner than telcos had hoped. According to Screen Digest, IPTV video-on-demand (VoD) views in Western Europe match those on cable TV service platforms. Yet VoD services currently contribute only around 2 % to operators' IPTV revenues at most, says Richard Broughton, an analyst at the media research company. "IPTV isn't doing as well as cable. If you consider that there are more IPTV homes enabled for VoD compared to cable homes enabled for VoD, IPTV is actually falling behind cable," says Broughton. "This is largely due to the customer base. IPTV, for the most part, is targeting low potential households, while cable already has a mature subscriber base [of] people more likely to spend money on VoD services."
机译：Iptv客户最终购买了大量的视频点播服务，但事实证明，这比电信运营商所希望的要省钱得多。根据Screen Digest的说法，西欧的IPTV视频点播（VoD）观看次数与有线电视服务平台上的观看次数相匹配。媒体研究公司的分析师理查德·布劳顿（Richard Broughton）表示，VoD服务目前最多仅占运营商IPTV收入的2％。 Broughton说：“ IPTV的性能不如电缆。如果您认为启用VoD的IPTV家庭要比启用VoD的电缆家庭多，那么IPTV实际上落后于电缆。” “这主要归功于客户群。IPTV在很大程度上是针对低潜力家庭的，而有线电视已经拥有成熟的用户群，而这一群体的人更可能将钱花在VoD服务上。”

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