Blu-ray buyers still support cheaper DVD
By Susanne Ault -- Video Business,12/31/2008
DEC. 31 | Most Blu-ray Disc consumers are paying between $20 and $30 for titles, marking about a $10 difference between the majority of standard-definition discs bought at $10 to $19.99 pricing, according to the NPD Group.
About half of all Blu-ray discs are purchased at the $20+ price point, about the same as common new release retail pricing for standard DVD during the format’s early years. However, many consumers are balking at Blu-ray’s current premium over standard DVD, according to NPD entertainment analyst Russ Crupnick.
“We know that Blu-ray customers are still overwhelmingly selecting DVD when given the choice,” said Crupnick. “People will go and buy The Dark Knight on Blu-ray,” he added. “But for whatever other movie, they think they can just get it on DVD for less. I don’t think people are saying that they necessarily have to have a Blu-ray price that is the same as DVD. But the premium is a bit too steep right now for them.”
Besides pricing, mainstream Blu-ray appeal is also being impacted by gender. The software continues to attract mostly an early adopter consumer profile, according to NPD. Currently, 72% of Blu-ray software buyers are male. That compares with standard DVD’s even 50/50 split between male and female buyers. Additionally, buyers are generally young, ages 25-34, matching the demographics for the most popular Blu-ray player, the PlayStation 3.
Yet, Crupnick is optimistic that more women will jump into the Blu-ray fold, as recent year-end format sales are grabbing their attention.
“If we looked at this a year ago, it was 80/20 [male/female],” said Crupnick. “I’ll be curious if this will continue to change with all of the price reductions and post-holiday sales.”
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| Submitted by: | levi morthic 1/3/2009 1:58:03 PM PT |
| Location: | Eastern USA |
| Occupation: | cook |
DVD prices are like 22.00 on average for a 2 disc edition. On Blu-ray you get everything that is on the regular DVD (meaning all supplemental stuff) + better pic & sound for a few dollars more. Blu-ray is soooo worth it!! I paid 16.00 for the dark knight on Blu-ray at BJ's there was a 4.00 instant rebate and I had a coupon for another 6.00 off, now that was a deal. If you wait a couple weeks after the release date Amazon.com always has deals. Sure older DVD's are cheap but not new releases. Blu ray fan!!
| Submitted by: | DCBronco 1/2/2009 10:33:13 PM PT |
But the reason Blu-ray is cheaper in some cases is because of DVD. VHS was more expensive than DVD most of the time when DVD first came out.
| Submitted by: | Joe Servov 1/1/2009 12:22:00 PM PT |
| Location: | Appleton, WI |
| Occupation: | CCNP, SAP, TCI |
I think it would behoove NPD to define early years here because many would point out that when DVD was released, and until it became a true mass market item, prices were as high (or higher) than Blu-ray. DVD didn't have newer discs for $20 until at least 2000-2001, or 4-5 bloody years after it's release.
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