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published:
01-May-08
territories:
USA
categories:
General market development
Sony ad campaign boosts PS3 Blu-ray purchases
PlayStation 3 households in the US are increasingly using their consoles to play Blu-ray Disc (BD) movies, according to research by Warner Home Video (WHV). During the final quarter of 2007, PS3 households spent around 15% of the time they devoted to using their PS3s watching BD movies, but in January and February 2008 this proportion had increased to 23%. The same research indicates that the proportion of US PS3 households using the games console as a BD player has been rising steadily over the same period, from 53% in September 2007 to 80% in the first two months of 2008. The findings were revealed by WHV President Ron Sanders, speaking at Screen Digest's recent PEVE Digital Entertainment conference in Paris. Sanders also revealed that following a Sony TV ad campaign encouraging people to 'watch movies on PS3' the proportion of US PS3 households buying BD movie discs rose from less than 10% in October 2007 to over 15% in December.
According to separate research quoted by Sanders, 64% of consumers surveyed by Warner considered the concept of 'second session' (bundling a digital copy on the DVD of a movie) to be 'a better idea than standard DVD' whilst 49% expressed more interest in buying the second session disc than a standard DVD.
Our take...
The timing of the Warner research, which was carried out in late 2007 and early 2008, means it is impossible to quantify how much the usual Christmas gift-giving season (and subsequent increase in new BD homes) would have increased consumer spending on BDs without the promotions - or, indeed, whether the uplift is sustainable. Furthermore, the relative lack of strong games titles for the PS3 over this period is also likely to have contributed to the console's use as a BD player. Nonetheless, the sheer size of the PS3 installed base means that even a minimal increase in average per household BD buy rates could have a substantial impact on total hi-def software sales, a fact which played a major role in Warner's decision to abandon Toshiba's HD DVD format in favour of Blu-ray earlier this year.
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Analyst, market intelligence & notices
Reports
Articles
DVD manufacturing-on-demand
DVD replication is suited to the on-demand model. Burn times have been reduced and the cost of components has fallen, so it is now a relatively quick and affordable procedure. The development of selfcontained replication units has made it possible for DVDs to be manufactured on-demand, and on-site, in retail stores and warehouses.
published:
23-Apr-08
territories:
Italy, France, Germany, UK, Spain, USA
Marie Bloomfield
Warner changes hi-def landscape
Warner's intention to switch to 'exclusive' support is a coup for Blu-ray Disc and a blow for HD DVD, and might signal the end of the format war
published:
23-Jan-08
territories:
USA - World
Richard Cooper
Bundled discs to drive hi-def sales
As the market for high definition DVD settles down we expect the balance to even out with a modest advantage in favour of Blu-ray
published:
01-Dec-07
territories:
USA - Central and Eastern Europe, Nordic Region, Western Europe
Evi Choursanidi
DVD hardware overtakes the VCR
World DVD installed base outnumbers VCRs for first time
published:
01-Nov-07
territories:
Australia, Austria, Belgium, Brazil, Canada, China, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hong Kong, Hungary, Iceland, India, Indonesia, Ireland, Italy, Japan, Korea. Rep [S], Malaysia, Mexico, Netherlands, New Zealand, Norway, Philippines, Portugal, Russian Federation, Singapore, Spain, Sweden, Switzerland, Taiwan, Thailand, UK, USA - Asia-Pacific, South and Central America, Central and Eastern Europe, Europe, International (exc.US/Canada), North America, Western Europe
David Scott
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Western Europe
Hardware Households
