According to The Diffusion Group, close to 25% of broadband households would be interested in an iTunes online movie service if titles were priced at $10 each. 23% of broadband households were to varying degrees interested in such a service but that interest declined rapidly as price per title increased. Total interest declined to 14% at $15 per title, 12% at $20 per title, and 10% at $25 per title.