A flexible video-on-demand viewing period is varied depending on whether the customer has completed viewing the entire program, allowing the viewing period to be extended if the customer has not completed viewing the entire program. The approach better assures the customer that they will have the opportunity to complete viewing the entire program, compared to a fixed rental period, while assuring program copyright owners that the utility of the rental is limited, fundamentally as intended, preserving the future value of the asset. The approach also enables viewers to retain bookmarks as needed for content that is not naturally tied to a rental period, such as subscription video-on-demand, without unnecessarily enlarging their list of active rentals.