Blu-ray misses international target

Prices too high, demand too low

Outside the U.S., Blu-ray is failing to fulfill expectations and April’s smash homevid release of “Avatar” is unlikely to change this situation, according to a report by Screen Digest.

The report says that sales of Blu-ray players are disappointing in key markets such as the U.K. and Germany, and when consumers do upgrade to the format, they buy less than 1.5 discs a year on average — much fewer than anticipated.

Screen Digest’s head of video Helen Davis Jayalath said, “The failure of the Blu-ray format to capture enough of the market in 2009 means this downward trend is set to continue, with the short-term uplift in video spending that we had previously expected to see in 2010-2011 unlikely to materialize.”

The poor prospects for Blu-ray are based on a combination of a slower-than-expected fall in retail prices and the impact of economic recession.

For many, the quality of DVDs remains “good enough,” according to Screen Digest.

The upshot is that total international consumer spending on packaged media fell 2.9% (at fixed exchange rates) to $17.1 billion in 2009.

Screen Digest forecasts that over the next five years international consumer spending on buying DVDs and Blu-ray discs will fall to $14.5 billion, an average decline of 3.5% per year.

“Avatar” broke records for Blu-ray disc sales worldwide, but the movie is also selling well on DVD.

In the U.S., Blu-ray discs accounted for half of “Avatar’s” home entertainment sales, where consumers paid as little as $4 extra for the Blu-ray version.

Screen Digest said that internationally “Avatar” didn’t sell significantly more Blu-ray discs than other recent releases.

The “Avatar” DVD retailed for £8 ($11.40) in Blighty while the Blu-ray disc sold for almost double.

More Film

  • HAF Project Market Unwraps 16th Edition

    HAF Project Market Unveils 16th Edition

    Outside the U.S., Blu-ray is failing to fulfill expectations and April’s smash homevid release of “Avatar” is unlikely to change this situation, according to a report by Screen Digest. The report says that sales of Blu-ray players are disappointing in key markets such as the U.K. and Germany, and when consumers do upgrade to the […]

  • Filming on Italy to Honor Monica

    Monica Bellucci and Gina Lollobrigida to Be Honored at L.A. Italian Culture Festival

    Outside the U.S., Blu-ray is failing to fulfill expectations and April’s smash homevid release of “Avatar” is unlikely to change this situation, according to a report by Screen Digest. The report says that sales of Blu-ray players are disappointing in key markets such as the U.K. and Germany, and when consumers do upgrade to the […]

  • Mary Elizabeth Winstead to Co-Star With

    Mary Elizabeth Winstead to Co-Star With Will Smith in Skydance's 'Gemini Man'

    Outside the U.S., Blu-ray is failing to fulfill expectations and April’s smash homevid release of “Avatar” is unlikely to change this situation, according to a report by Screen Digest. The report says that sales of Blu-ray players are disappointing in key markets such as the U.K. and Germany, and when consumers do upgrade to the […]

  • Wide Release on Christian Bale's 'Hostiles'

    Film News Roundup: Wide Release on Christian Bale's 'Hostiles' Moved Back a Week

    Outside the U.S., Blu-ray is failing to fulfill expectations and April’s smash homevid release of “Avatar” is unlikely to change this situation, according to a report by Screen Digest. The report says that sales of Blu-ray players are disappointing in key markets such as the U.K. and Germany, and when consumers do upgrade to the […]

  • Sundance Womens March

    Sundance: How Will Festival Tackle #MeToo, Political Turmoil, and More?

    Outside the U.S., Blu-ray is failing to fulfill expectations and April’s smash homevid release of “Avatar” is unlikely to change this situation, according to a report by Screen Digest. The report says that sales of Blu-ray players are disappointing in key markets such as the U.K. and Germany, and when consumers do upgrade to the […]

  • 'Maktub' Review: Palm Springs Film Festival

    Film Review: 'Maktub'

    Outside the U.S., Blu-ray is failing to fulfill expectations and April’s smash homevid release of “Avatar” is unlikely to change this situation, according to a report by Screen Digest. The report says that sales of Blu-ray players are disappointing in key markets such as the U.K. and Germany, and when consumers do upgrade to the […]

  • DEADPOOL

    MPAA: Film, TV Industry Paid Out $49 Billion in 2016

    Outside the U.S., Blu-ray is failing to fulfill expectations and April’s smash homevid release of “Avatar” is unlikely to change this situation, according to a report by Screen Digest. The report says that sales of Blu-ray players are disappointing in key markets such as the U.K. and Germany, and when consumers do upgrade to the […]

More From Our Brands

Access exclusive content