Move over packaged media, video on demand is gaining ground. According to a report by Informa Telecoms & Media, the global market for VOD will be worth 10 billion dollars by 2012. The UK-based research operation predicts that 909 million homes (a massive 78 per cent of all TV households) will have access to VOD or near-VOD technology, with over 80 per cent of users coming from the US and Europe. Leading the demand for VOD services in Europe will be the UK, where the market is anticipated to be worth approximately 300 million pounds by 2012. Hollywood is seen as a key driver as studios increasingly release material for download day and date with DVD and Blu-ray.