The vast majority of Americans who consume video content still purchases and rents physical discs. From the consumers who both purchased physical and digital video content, 86% continued to purchase DVD and Blu-ray discs.
Although consumers still purchase and rent physical discs, digital video continues to be a growing market. More than half (51%) of those who buy or rent video, consume at least some digital content. Last year that was number was 44%.
Only 18% of American consumers of video are digital-only, meaning they no longer purchase physical media. The number increased with 4% compared to last year. Growth in digital video purchases was especially fueled by heavy users, who purchased more than four movies over the previous three months. These users were good for 69% of all transactions last year, while making up 33% of the digital video consumers. These users purchased more than half over their content from Amazon and iTunes. Amazon was also the primary choice for digital video rentals.
The information comes from The NPD Group’s latest “Entertainment Trends in America” report which is based on the first two months of this year.