Is UltraViolet Finally Catching On with Consumers?

Is UltraViolet Finally Catching On?

In a major sign of support for UltraViolet, satisfaction with the digital locker service is at nearly 90% from users, according to a new study from NPD Group.

Results from the research group’s report based on a survey conducted in February found that 82% of individuals with an UltraViolet account — there are now over 16 million — plan to continue to use the service in the future. UltraViolet launched in 2011, and is a product backed by most studios, with the exception of Disney, retailers and tech companies.

And those that do tend to buy more digital movies and TV shows than traditional consumers of home entertainment.

In fact, NPD found that a UV user is 11 times more likely to have made an electronic sell-through film purchase in the last year than those without an account.

That bodes well for studios focused on growing digital sales of their homevideo titles over VOD rentals, and as more consumers opt not to build large DVD or Blu-ray libraries at home.

According to the Digital Entertainment Group, consumers spent nearly $1.2 billion buying movies and TV shows digitally in 2013, up from $808 million in 2012. The key driver behind the jump: the growing tendency of studios to release big titles digitally two or three weeks ahead of their release on disc, a practice pioneered by Sony Pictures in 2011 and now embraced by all the majors.

UV users tend to watch films from their libraries on a TV, rather than a mobile device. Around 61% said they accessed their UV library on a TV, up from 43% in August, NPD said, with Internet-connected TVs and Blu-ray players used the most. Around 72% of UV users watch on computers, with 60% on tablets.

Earlier this month, NPD said there were 42 million U.S. households with a TV connected to the Internet, either through a videogame console, Blu-ray player, streaming service or through the TV, itself, during the first quarter. It added there are more U.S. households with streaming media players than Blu-ray disc players connected to the web.

Individuals who already have set up UV accounts tend to be active buyers of home entertainment, either way, spending three times more on home entertainment content.

“Device interoperability has always been a key value proposition of UltraViolet,” said Justin Bailey, NPD’s director, industry analysis, in a statement. “The proliferation of UV users accessing UV movies on their TV and across a broad array of connected devices demonstrates this utility,”

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  1. JoelR says:

    In addition, Warners is not playing games with the consumer as well. The only way to get a 3D disc of LEGO MOVIE in 3D is to buy a $35 set filled with toys. So again, we in the U.S. have to import the toy-free UK discs (which is $10 – $15 cheaper) to obtain the 3D edition. The home video departments have been notoriously anti-consumer for years…that just seems to be greater stronger every year.

  2. JoelR says:

    Well, just the Blu-Ray is still superior to UV, in picture, sound, and extras. But I agree with you…Disney is a reprehensible company. At least in the U.K., they released FROZEN in 3D…but NOT in the U.S. Consumers (at least those who were aware) had to import the UK disc to get FROZEN in 3D.i

    • therealeverton says:

      Oh and I do mean getting UV FREE with your Blu-rays or DVDs, not buying digital only UV.

      All of this money grabbing crap needs to stop either way. Neither of us, or our friends, should HAVE to import films from each others countries just to get the version of the film we saw in the cinema.

    • therealeverton says:

      Yes I heard a lot of friends saying that. Made no sense to me at all. Disney are just getting worse it seems; which seeing as they will own everything worth having by 2024 is not good!

  3. therealeverton says:

    Well in the U.K we don’t pay more for UV films, if anything we pay more for poor Disney releases with NO UV and no DVD etc. Worst thing that happened to Marvel Studios releases was getting taken over by Disney. Now we pay full price and “only” get the blu ray. Used to get Blu, DVD and digital.

    Ultra Violet is great.

  4. JoelR says:

    Perfect format for those who enjoy second-rate presentations. They pay more and get less…perfect for the American consumer.

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