Blu-ray sales increase 101% in Germany

The German home entertainment market has reached a new high due to Blu-ray Disc sales doubling during the first half of 2010, a new research report indicates.

Through the first six months of 2010, the German home video market saw an overall sales increase of 10 percent — raising the figure up to 52 million units. Blu-ray sales specifically saw a whopping 101 percent increase.  During Q1 and Q2, more than 5 million Blu-ray units were sold, which was a 3 million unit increase year-over-year.

Blu-ray sales increase 101% in Germany

A Screen Digest report released in June indicated Blu-ray hardware and movie sales were a disappointment outside of the United States.  Each European consumer who owns a Blu-ray player owns just 1.5 movies, according to research, which is an obviously disappointing sales figure.

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The release of Avatar helped increase the home media market in Germany, with the popular James Cameron movie leading Blu-ray and DVD charts.  A slump in DVD and Blu-ray rentals also helped drive sales in Germany, but online rentals and sales increased — German viewers spent time outside in nicer weather, and spent time watching the World Cup.

Although Blu-ray was able to eliminate HD DVD and is trying to replace standard DVD altogether, many consumers are still weary of upgrading to the higher priced high-definition format.  Also on their minds, there has been an increase in the use of streaming content, such as Netflix and Hulu available through PCs, set-top boxes, and game consoles.

In the United States, Best Buy, Target, and other retailers have started to launch frequent Blu-ray movie sales, in a continued effort to get consumers to embrace the HD technology instead of DVD.

To help capitalize on this trend outside of Germany, Blu-ray supporters must now look to increase consumer awareness alongside lowering prices further.  If a similar rental market slump hits other European markets, it’s possible Blu-ray sales could also increase further.

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