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Film Viewing Habits - UK - September 2009

Films play a central role in the leisure experience for most people at least some of the time, spanning cinema, TV movie subscriptions, DVD sales and rentals and, more recently, streaming and downloading via the internet. But how are the different sub-sectors performing and what are the key trends in film viewing?

Late 2008 and the first half of 2009 was characterised by the flooding onto the market of cheap DVDs in the wake of the collapse of Entertainment UK, supplier of Woolworths. These supplies are forecast to run out in late 2009. Cinema has performed well in 2009, with the usual mix of summer blockbusters and the plethora of 3D movies on the big screen driving box office admissions.

The take-up of digital TV continues to buck the recession and therefore access to movie channels. The high street rental market is struggling with new delivery methods, however postal rental companies, such as LoveFilm, are becoming hugely popular.

Blu-ray technology is becoming increasingly popular, albeit from a small base, and with further deflation in hardware prices, Christmas 2009 is expected to be the period when it comes into its own.

This report looks at the extent to which consumers are adopting new technologies and methods to obtain and watch films, whether that be illegally or legally, and the impact of new hardware, such as TVs and DVD players, on the market.

Main issues

  • What’s the most popular format for watching films?

  • How many people are streaming and downloading films?

  • How is the pre-recorded DVD/video market performing, and how successful has Blu-ray been?

  • Why is the DVD/video rental market declining fast?

  • How has the recession affected people’s film viewing habits?

  • How successful have postal rental companies been and why?

  • What effect did the demise of Woolworth’s, Zavvi and Entertainment UK have on the pre-recorded DVD market?

  • To what extent are kids watching films at the cinema, at home or even on their iPods?

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Turning 3D into 4D
              • The movie industry credit scheme
                • Buy the movie pack
                  • A new revenue stream
                    • Decipher the plot yourself
                    • Market in Brief

                      • Value sales being maintained
                        • Rentals in unstoppable decline…
                          • … but the rise of postal companies softening the blow
                            • Innovation is rife
                              • Kids and young adults already mature consumers
                                • TV subscription channels most popular
                                  • New technology in the home on the rise
                                    • Attitudes towards film dictated by the recession
                                    • Internal Market Environment

                                      • Key points
                                        • DVDs bought…
                                          • Figure 1: Pre-recorded DVDs bought in the last 12 months, 2005-08
                                        • … and hired
                                          • Figure 2: Trends in watching hired DVDs/videos, 2004-08
                                        • Cinema: affordable escapism
                                          • Figure 3: UK cinema market, by value*, 2004-14
                                        • Nobody knows anything
                                          • The multichannel TV market
                                            • Figure 4: UK multichannel TV households, by platform, 2003-08
                                          • TVs ownership getting bigger and better
                                            • Figure 5: Number of television sets, 2004-08
                                          • Home-cinema system ownership
                                            • Figure 6: Those with a home cinema system, 2004-08
                                          • Universal appeal
                                            • Some data on other equipment
                                              • The PC market
                                                • Figure 7: Home computer key metrics, UK, 2004-08
                                              • Downloading and internet connections
                                                • Video games
                                                  • Figure 8: Trends in consoles and games (including PC games), 2004-08
                                                • Illegal downloads and other piracy
                                                  • Digital Britain
                                                  • Broader Market Environment

                                                    • Key points
                                                      • The impact of the recession
                                                        • Figure 9: Trends in selected areas of discretionary expenditure, at current and constant prices, 1989-94
                                                        • Figure 10: GDP, PDI, consumer expenditure and savings, at constant 2004 prices, 2004-14
                                                      • How the present climate is affecting leisure
                                                        • Figure 11: Impact of the recession on leisure activities, April 2009
                                                      • Demographic trends
                                                        • Figure 12: Trends in the age structure of the UK population, by gender, 2004-14
                                                        • Figure 13: Forecast adult population trends, by socio-economic group, 2004-14
                                                        • Figure 14: UK households, by size, 2004-14
                                                    • Competitive Context

                                                      • Key points
                                                        • Hiring DVDs and cinema relatively low on the list of leisure pursuits
                                                          • Figure 15: Participation in leisure activities, 2008
                                                        • Leisure revenues
                                                          • Figure 16: Consumer expenditure on selected leisure goods and activities, 2003-08
                                                      • Strengths and Weaknesses in the Market

                                                          • Strengths
                                                            • Weaknesses
                                                            • Who’s Innovating?

                                                              • Key points
                                                                • Movie vending
                                                                  • Blu-ray app on the iPhone
                                                                    • Bringing movies to remote communities
                                                                      • Stream straight to the TV
                                                                        • 3D TV coming to Sky in 2010
                                                                          • Motorola bringing blockbusters to mobile phones
                                                                          • Market Size and Forecast

                                                                            • Key points
                                                                              • Retail volumes up, rental down across the board
                                                                                • Figure 17: Pre-recorded video and DVD industry key metrics, UK, 2004-08
                                                                              • Market forecast
                                                                                • Figure 18: The pre-recorded video and DVD retail and rental market, 2004-14
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Retail market
                                                                                  • Figure 19: Retail sales of DVDs/videos, by value and volume, 2004-08
                                                                                • Rental market
                                                                                  • Figure 20: DVDs/video rental consumer market, by value and volume, 2004-08
                                                                                • Carry On-demand
                                                                                  • The future of cinema is here and it’s in 3D
                                                                                    • Blu-ray DVDs growing…
                                                                                      • … but hardware not keeping up
                                                                                        • High street market shaken up by closures…
                                                                                          • … but online knows its place
                                                                                            • Supermarkets sweeping up
                                                                                              • Downloads and streaming
                                                                                              • Market Share

                                                                                                • Key points
                                                                                                  • Retail sales: Supermarkets edge ahead of specialists
                                                                                                    • Figure 21: DVD, Blu-ray and video, percentage value and volume market share, by retailer, 2008
                                                                                                  • Comparing the DVD purchase market
                                                                                                    • Figure 22: DVDs to buy, by price and selected retailer, August 2009
                                                                                                  • Rentals
                                                                                                    • Figure 23: Source of rentals, by retail channel, 2007 and 2008
                                                                                                  • Cinema
                                                                                                    • Figure 24: Cinema operators in the UK, by number of sites and screens, 2008
                                                                                                • Companies and Products

                                                                                                  • Key points
                                                                                                    • Movie rental companies current offers
                                                                                                      • Figure 25: Online movie rentals, by product offers, as at July 2009
                                                                                                    • Major players
                                                                                                      • 4oD
                                                                                                        • Amazon
                                                                                                          • Blockbuster
                                                                                                            • Cinema Paradiso
                                                                                                              • easyCinema.com
                                                                                                                • LoveFilm
                                                                                                                  • My Movie Stream (OutNow)
                                                                                                                    • Odeon Direct
                                                                                                                      • Sofa Cinema
                                                                                                                        • Tesco DVD Rental
                                                                                                                        • Kids and Film Viewing Habits

                                                                                                                          • Key points
                                                                                                                            • Kids’ spending priorities
                                                                                                                              • Bedroom viewing
                                                                                                                                • Downloading films starting young
                                                                                                                                  • The ubiquitous cinema
                                                                                                                                    • Kids and technology
                                                                                                                                      • Figure 26: New technology have in home and use, by young adults, 2006 and 2008
                                                                                                                                    • Movie watching: renting and buying
                                                                                                                                    • Film Viewing By Delivery and Frequency

                                                                                                                                      • Key points
                                                                                                                                        • Regular film viewers prefer TV
                                                                                                                                          • Figure 27: How and where films watched and purchased, by frequency, July 2009
                                                                                                                                        • Cross-sector film viewing
                                                                                                                                          • Figure 28: How and where films watched regularly, by most popular methods of viewing, July 2009
                                                                                                                                          • Figure 29: How and where films watched regularly, by least popular methods of viewing, July 2009
                                                                                                                                      • What Attracts us To Films?

                                                                                                                                        • Key points
                                                                                                                                          • Word of mouth and friend’s recommendation come out top
                                                                                                                                            • Figure 30: Major influences on film choice, July 2009
                                                                                                                                          • What influences regular viewers?
                                                                                                                                            • Figure 31: Regular films viewers, by big infuences, July 2009
                                                                                                                                        • The Home Movie Experience

                                                                                                                                          • Key points
                                                                                                                                            • Figure 32: Electronic equipment in the home, July 2009
                                                                                                                                          • Large TVs and home cinema
                                                                                                                                            • Portable DVD players
                                                                                                                                              • Blu-ray
                                                                                                                                                • Equipment by regular movie viewing
                                                                                                                                                  • Figure 33: Electronic equipment owned, by most popular ways of watching movies by regular film watchers, July 2009
                                                                                                                                                  • Figure 34: Electronic equipment owned, by next most popular ways of watching movies by regular film watchers, July 2009
                                                                                                                                              • Attitudes Towards Film

                                                                                                                                                • Key points
                                                                                                                                                  • Value for money is foremost for consumers
                                                                                                                                                    • Figure 35: Attitudes towards buying and renting films, July 2009
                                                                                                                                                  • Buying DVDs
                                                                                                                                                    • Renting DVDs
                                                                                                                                                      • The recession
                                                                                                                                                        • New technology
                                                                                                                                                          • Piracy
                                                                                                                                                            • Attitudes towards film by regular movie watchers
                                                                                                                                                              • Figure 36: Attitudes towards film, by most popular ways of watching movies by regular film watchers, July 2009
                                                                                                                                                              • Figure 37: Attitudes towards film, by next most popular ways of watching movies by regular film watchers, July 2009
                                                                                                                                                          • Appendix – Internal Market Environment

                                                                                                                                                            • Buying pre-recorded DVDs
                                                                                                                                                              • Figure 38: Trends in buying pre-recorded DVDs, 2006 and 2008
                                                                                                                                                            • TV ownership
                                                                                                                                                              • Figure 39: Screen size, 2004-08
                                                                                                                                                              • Figure 40: Screen type of TVs owned, 2006-08
                                                                                                                                                              • Figure 41: Features of TVs owned, 2004-08
                                                                                                                                                              • Figure 42: When television was obtained, 2004-08
                                                                                                                                                              • Figure 43: Cost of television sets owned, 2004-08
                                                                                                                                                            • PC/internet market
                                                                                                                                                              • Figure 44: Home internet use in the UK, key metrics, 2004-08
                                                                                                                                                              • Figure 45: Broadband connection speed, 2008
                                                                                                                                                              • Figure 46: Trend in home PC usage, 2004-08
                                                                                                                                                            • Home cinema systems
                                                                                                                                                              • Figure 47: Those with a home cinema system, by demographic sub-group, 2004-08
                                                                                                                                                            • Other equipment
                                                                                                                                                              • Figure 48: Trends in video equipment ownership, 2008
                                                                                                                                                              • Figure 49: Those who prefer to watch films at the cinema to TV, 2004-08
                                                                                                                                                              • Figure 50: Those who prefer to watch films at the cinema to TV, by demographic sub-group, 2004-08
                                                                                                                                                              • Figure 51: Regular cinema-goers, 2004-08
                                                                                                                                                              • Figure 52: Regular cinema-goers, by demographics, 2004-08
                                                                                                                                                            • I love to buy new gadgets and appliances
                                                                                                                                                              • Figure 53: Those who love to buy new gadgets and appliances, 2004-08
                                                                                                                                                              • Figure 54: Those who love to buy new gadgets and appliances, by demographics, 2004-08
                                                                                                                                                              • Figure 55: Those who consider new technology important, by demographic sub-group, 2008
                                                                                                                                                          • Appendix – Broader Market Environment

                                                                                                                                                              • Figure 56: Spending intentions towards going to cinema in the coming year, by demographic sub-group, July 2009
                                                                                                                                                          • Appendix – Kids and Film Viewing Habits

                                                                                                                                                              • Figure 57: DVD rental, in older kids’ homes, 2008
                                                                                                                                                              • Figure 58: Things spent money on, by younger kids, 2004-08
                                                                                                                                                              • Figure 59: Things spent money on, by younger kids, 2008
                                                                                                                                                              • Figure 60: Things spent money on, by older kids, 2008
                                                                                                                                                              • Figure 61: Younger kids who have a TV in their bedroom, by demographic sub-group, 2004-08
                                                                                                                                                              • Figure 62: Older kids who have a TV in their bedroom, by demographic sub-group, 2004-08
                                                                                                                                                              • Figure 63: Technology have in home and in bedroom, by younger kids, 2004-08
                                                                                                                                                              • Figure 64: Technology have in home and in bedroom, by older kids, 2004-08
                                                                                                                                                              • Figure 65: What younger kids use the internet for, 2008
                                                                                                                                                              • Figure 66: What older kids use the internet for, 2008
                                                                                                                                                              • Figure 67: Frequency of going to cinema in the last year, by older kids, 2004-08
                                                                                                                                                              • Figure 68: Number of films seen at the cinema since Christmas, by younger kids, 2004-08
                                                                                                                                                              • Figure 69: Younger kids and statements towards cinema, by demographic sub-group, 2008
                                                                                                                                                              • Figure 70: Older kids and statements towards cinema, by demographic sub-group, 2008
                                                                                                                                                              • Figure 71: Hours a week spent watching rented/bought videos/DVDs, by younger kids, 2004-08
                                                                                                                                                              • Figure 72: Hours a week spent watching rented/bought videos/DVDs, by older kids, 2004-08
                                                                                                                                                              • Figure 73: Older kids who fast forward through ads, 2004-08
                                                                                                                                                              • Figure 74: Who decides which films to watch, by younger kids, 2004-08
                                                                                                                                                              • Figure 75: Who decides which films to watch, by older kids, 2004-08
                                                                                                                                                              • Figure 76: Favourite type of films of older kids, 2004-08
                                                                                                                                                              • Figure 77: Type of films rented, by older kids, 2004 and 2008
                                                                                                                                                              • Figure 78: Types of videos/DVD bought or received as presents, by older kids, 2006 and 2008
                                                                                                                                                              • Figure 79: Types of videos/DVD owned, by younger kids, 2004-08
                                                                                                                                                              • Figure 80: Videos/DVD bought, by older kids, 2004-08
                                                                                                                                                              • Figure 81: Number of videos/DVD bought or received as presents, by older kids, 2008
                                                                                                                                                              • Figure 82: Videos/DVDs received as presents by older kids, by demographic sub-group, 2004-08
                                                                                                                                                          • Appendix – Film Viewing By Delivery and Frequency

                                                                                                                                                              • Figure 83: Most popular frequency of obtaining feature films regularly, by demographic sub-group, July 2009
                                                                                                                                                              • Figure 84: Next most popular frequency of obtaining feature films regularly, by demographic sub-group, July 2009
                                                                                                                                                              • Figure 85: Most popular frequency of obtaining feature films occasionally, by demographic sub-group, July 2009
                                                                                                                                                              • Figure 86: Next most popular frequency of obtaining feature films occasionally, by demographic sub-group, July 2009
                                                                                                                                                              • Figure 87: Most popular frequency of obtaining feature films rarely, by demographic sub-group, July 2009
                                                                                                                                                              • Figure 88: Next most popular frequency of obtaining feature films rarely, by demographic sub-group, July 2009
                                                                                                                                                              • Figure 89: Most popular frequency of obtaining feature films never in past year, by demographic sub-group, July 2009
                                                                                                                                                              • Figure 90: Next most popular frequency of obtaining feature films never in past year, by demographic sub-group, July 2009
                                                                                                                                                          • Appendix – What Attracts Us To Films?

                                                                                                                                                              • Figure 91: Most popular method of choosing films to watch – big influence, by demographic sub-group, July 2009
                                                                                                                                                              • Figure 92: Next most popular methods of choosing films to watch - big influence, by demographic sub-group, July 2009
                                                                                                                                                              • Figure 93: Most popular methods of choosing films to watch – some influence, by demographic sub-group, July 2009
                                                                                                                                                              • Figure 94: Next most popular methods of choosing films to watch – some influence, by demographic sub-group, July 2009
                                                                                                                                                              • Figure 95: Most popular methods of choosing films to watch – no influence, by demographic sub-group, July 2009
                                                                                                                                                              • Figure 96: Next most popular methods of choosing films to watch – no influence, by demographic sub-group, July 2009
                                                                                                                                                              • Figure 97: Most popular frequency of obtaining feature films regularly, by big influence, July 2009
                                                                                                                                                              • Figure 98: Next most popular frequency of obtaining feature films regularly, by big influence, July 2009
                                                                                                                                                              • Figure 99: Most popular frequency of obtaining feature films regularly, by some influence, July 2009
                                                                                                                                                              • Figure 100: Next most popular frequency of obtaining feature films regularly, by some influence, July 2009
                                                                                                                                                              • Figure 101: Most popular frequency of obtaining feature films regularly, by no influence, July 2009
                                                                                                                                                              • Figure 102: Next most popular frequency of obtaining feature films regularly, by no influence, July 2009
                                                                                                                                                              • Figure 103: Most popular frequency of obtaining feature films occasionally, by big influence, July 2009
                                                                                                                                                              • Figure 104: Next most popular frequency of obtaining feature films occasionally, by big influence, July 2009
                                                                                                                                                              • Figure 105: Most popular frequency of obtaining feature films occasionally, by some influence, July 2009
                                                                                                                                                              • Figure 106: Next most popular frequency of obtaining feature films occasionally, by some influence, July 2009
                                                                                                                                                              • Figure 107: Most popular frequency of obtaining feature films occasionally, by no influence, July 2009
                                                                                                                                                              • Figure 108: Next most popular frequency of obtaining feature films occasionally, by no influence, July 2009
                                                                                                                                                              • Figure 109: Most popular frequency of obtaining feature films rarely, by big influence, July 2009
                                                                                                                                                              • Figure 110: Next most popular frequency of obtaining feature films rarely, by big influence, July 2009
                                                                                                                                                              • Figure 111: Most popular frequency of obtaining feature films rarely, by some influence, July 2009
                                                                                                                                                              • Figure 112: Next most popular frequency of obtaining feature films rarely by some influence, July 2009
                                                                                                                                                              • Figure 113: Most popular frequency of obtaining feature films rarely, by no influence, July 2009
                                                                                                                                                              • Figure 114: Next most popular frequency of obtaining feature films rarely, by no influence, July 2009
                                                                                                                                                          • Appendix – The Home Movie Experience

                                                                                                                                                              • Figure 115: Most popular equipment own, by demographic sub-group, July 2009
                                                                                                                                                              • Figure 116: Next most popular equipment own, by demographic sub-group, July 2009
                                                                                                                                                              • Figure 117: Most popular equipment own, by frequency of obtaining feature films regularly, July 2009
                                                                                                                                                              • Figure 118: Next most popular equipment own, by frequency of obtaining feature films regularly, July 2009
                                                                                                                                                              • Figure 119: Most popular equipment own, by frequency of obtaining feature films occasionally, July 2009
                                                                                                                                                              • Figure 120: Next most popular equipment own, by frequency of obtaining feature films occasionally, July 2009
                                                                                                                                                          • Appendix – Attitudes Towards Film

                                                                                                                                                              • Figure 121: Most popular statements on buying and renting films, by demographic sub-group, July 2009
                                                                                                                                                              • Figure 122: Next most popular statements on buying and renting films, by demographic sub-group, July 2009
                                                                                                                                                              • Figure 123: Other statements on buying and renting films, by demographic sub-group, July 2009
                                                                                                                                                              • Figure 124: Most popular statements on buying and renting films, by frequency of obtaining feature films regularly, July 2009
                                                                                                                                                              • Figure 125: Next most popular statements on buying and renting films, by frequency of obtaining feature films regularly, July 2009
                                                                                                                                                              • Figure 126: Most popular statements on buying and renting films, by frequency of obtaining feature films occasionally, July 2009
                                                                                                                                                              • Figure 127: Next most popular statements on buying and renting films, by frequency of obtaining feature films occasionally, July 2009
                                                                                                                                                              • Figure 128: Most popular statements on buying and renting films, by frequency of obtaining feature films rarely, July 2009
                                                                                                                                                              • Figure 129: Next most popular statements on buying and renting films, by frequency of obtaining feature films rarely, July 2009

                                                                                                                                                          Companies Covered

                                                                                                                                                          • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                          • Amazon.co.uk
                                                                                                                                                          • Apollo Cinemas Limited
                                                                                                                                                          • Apple Computer UK Ltd
                                                                                                                                                          • Arts Alliance Media
                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                          • Bebo Inc
                                                                                                                                                          • Blockbuster Entertainment Ltd (UK)
                                                                                                                                                          • Blockbuster Inc
                                                                                                                                                          • British Broadcasting Corporation (BBC)
                                                                                                                                                          • British Film Institute
                                                                                                                                                          • British Market Research Bureau (BMRB)
                                                                                                                                                          • British Phonographic Industry Ltd (The) [BPI]
                                                                                                                                                          • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                          • British Video Association (BVA)
                                                                                                                                                          • Channel 4
                                                                                                                                                          • Cinema Advertising Association
                                                                                                                                                          • Cineworld
                                                                                                                                                          • Co-operative Group
                                                                                                                                                          • ELSPA
                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                          • Film Distributors’ Association
                                                                                                                                                          • Freeview
                                                                                                                                                          • Gfk NOP
                                                                                                                                                          • Government Actuary's Department (GAD)
                                                                                                                                                          • Guardian Newspapers Limited
                                                                                                                                                          • HMV Retail Ltd
                                                                                                                                                          • IMAX Corporation
                                                                                                                                                          • Independent Television Commission
                                                                                                                                                          • J. Sainsbury
                                                                                                                                                          • Lidl (UK)
                                                                                                                                                          • LOVEFiLM International Ltd
                                                                                                                                                          • Marks & Spencer
                                                                                                                                                          • Merlin Entertainments Group Limited
                                                                                                                                                          • Microsoft Ltd (UK)
                                                                                                                                                          • mmO2 plc
                                                                                                                                                          • National Amusements Inc.
                                                                                                                                                          • National Trust (Enterprises) Ltd
                                                                                                                                                          • Netflix, Inc.
                                                                                                                                                          • Netto Foodstores Ltd
                                                                                                                                                          • Nintendo UK Entertainment Ltd
                                                                                                                                                          • Odeon Cinemas
                                                                                                                                                          • Ofcom
                                                                                                                                                          • Office for National Statistics
                                                                                                                                                          • Orange plc (UK)
                                                                                                                                                          • Sony (UK) Ltd
                                                                                                                                                          • Sony Ericsson Mobile Communications AB
                                                                                                                                                          • T-Mobile (UK) Ltd
                                                                                                                                                          • Tesco Plc
                                                                                                                                                          • The Society of London Theatre [SOLT]
                                                                                                                                                          • Toshiba Corporation
                                                                                                                                                          • UK Film Council
                                                                                                                                                          • United Cinemas International (UK) Limited
                                                                                                                                                          • Universal Pictures
                                                                                                                                                          • Video Island Entertainment Ltd
                                                                                                                                                          • Virgin Media Ltd
                                                                                                                                                          • Virgin Mobile
                                                                                                                                                          • Vodafone Group Plc (UK)
                                                                                                                                                          • Vue
                                                                                                                                                          • Waitrose
                                                                                                                                                          • WH Smith PLC
                                                                                                                                                          • Wm Morrison Supermarkets
                                                                                                                                                          • Woolworths Group plc
                                                                                                                                                          • Yamaha Corporation
                                                                                                                                                          • Yellow Pages Association
                                                                                                                                                          • Zavvi

                                                                                                                                                          Film Viewing Habits - UK - September 2009

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