Overall market off 1.5% as VHS continues slide

JAN. 3 | DVD rentals rose 10.3% in 2006, to hit $7.39 billion, according Rentrak’s Home Video Essentials point-of-sale tracking service.

The data, which includes a la carte, subscription and online rentals, flies in the face of a growing perception in the financial community and the business press that consumer demand for DVD is weakening.

At $7.67 billion, the overall rental market, including DVD and VHS, was off 1.5% for the year, according to Rentrak, due to the continuing steep decline of the older VHS format.

VHS rentals were just $281 million in 2006, down 74.1% from a year earlier.

VHS is dying a slow death. The format accounted for 14.1% of U.S. rentals in 2005, but just 3.7% in 2006.

Top DVD Rentals for 2006

Rank Title (Label) Release date Index*
1 Flightplan (Buena Vista) Jan. 24 100.0
2 Wedding Crashers (New Line/Warner) Jan. 3 98.8
3 Walk the Line (Fox) Feb. 28 98.6
4 Failure to Launch (Paramount) June 27 85.2
5 Fun With Dick and Jane (Sony) April 11 84.0
6 Click (Sony) Oct. 10 81.7
7 Inside Man (Universal) Aug. 8 77.5
8 King Kong (Universal) March 28 73.3
9 RV (Sony) Aug. 15 72.3
10 Lord of War (Lionsgate) Jan. 17 71.9
11 The Benchwarmers (Sony) July 25 69.8
12 Rumor Has It… (Warner) May 9 66.9
13 The Break-Up (Universal) Oct. 17 65.5
14 The Family Stone (Fox) May 2 65.3
15 The Chronicles of Narnia: The Lion, the Witch and the Wardrobe (Buena Vista) April 4 64.7
16 Derailed (Weinstein/Genius) March 21 64.4
17 Jarhead (Universal) March 7 64.2
18 The Lake House (Warner) Sept. 26 61.9
19 Firewall (Warner) June 6 61.5
20 A History of Violence (New Line/Warner) March 14 60.7

*Index puts the top title at 100 and lists all others as a percentage of the top title’s rental revenue.
Source: Rentrak’s Home Video Essentials

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