Rentrak upgrades OnDemand Essentials tool

The new version includes cross-platform reporting ability, geo-demographic segments and an improved user interface. Rentrak said that new features would be rolled out over the course of the year.

Data from 90 million set-top boxes is used to build the ratings, and Rentrak said that the new version of OnDemand Essentials is “being redesigned” to track on-demand content viewed through the internet and mobile devices, as well as television.

The firm’s Cathy Hetzel said: “Rentrak is excited to introduce the next generation of measurement tools as the video-on-demand industry is being redefined by emerging platforms and distribution models. New devices and services are making it easier than ever to consume video everywhere and viewing habits are evolving quickly, creating new challenges in managing content.”