Getting Animated

This in-depth study analyses the relationship between the European video business and animation. Drawing on detailed interviews with the European video divisions of the Hollywood studios, leading independent European video distributors and others active in the sector it assesses the importance of animated product to the European video sector and outlines the impact that DVD has had and is likely to have on sales of this genre in the key European territories of UK, France, Germany, Italy, Spain and Benelux.

Key points

• European consumers spent an estimated €1.3m on buying animation on video (VHS+DVD) in 2002.
• Hollywood titles such as Finding Nemo and Shrek dominate the animation sector, but strong local properties can also thrive.
• A strong animated title or franchise can generate revenues for years on video.
• Animation accounted for 26 per cent of European VHS sales in 2002 but just 8 per cent of DVD sales.
• Sales of animation on DVD are still lagging behind those of other genres.
• Belgium has the highest proportion of animation sales on video; but UK and France are the largest animation markets by volume.
• Theatrical or TV exposure are key to generating interest in a new animation brand; video can then build on this interest.