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Music and Video Purchasing - UK - August 2012

“Music and video retail for a relatively low price point, remain popular across all age ranges, and the multitude of purchase or rental, hardcopy, download, standard, high-definition or streaming options means there is a channel to market, quality variant and ownership model suitable for every consumer. Despite this, year on year the value of the video market consistently falls, with the music industry faring only slightly better. Meanwhile, supermarkets have taken a consistently greater share of the total retail space, as dedicated bricks-and-mortar stores struggle to overcome the difficulties in attracting consumers.”

– Samuel Gee, Technology Analyst

Some questions answered in this report include:

  • Will the growth of digital streaming services impact on future Blu-ray sales?
  • How can shoppers be encouraged to purchase more from stores?
  • How will cloud storage solutions change the landscape?
  • What is the future of CD purchasing?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast value of UK music sales, 2007-17
              • Figure 2: Forecast value of UK video sales, 2007-17
            • Market factors
              • Change in bricks-and-mortar outlets will influence physical media sales
                • Ultraviolet digital locker will heighten value of digital video content
                  • Digital video may hamper Blu-ray take-up
                    • Brand communication and promotion
                      • Figure 3: Top five advertisers of music, 2011
                      • Figure 4: Top five advertisers of video products, 2011
                    • The consumer
                      • Figure 5: Frequency of obtaining music and video, June 2012
                      • Figure 6: Reasons for use of streaming services, June 2012
                      • Figure 7: Factors that would make consumers purchase physical media more often, June 2012
                      • Figure 8: Attitudes towards music and video, June 2012
                    • What we think
                    • Issues in the Market

                      • Will the growth of digital streaming services impact on future Blu-ray sales?
                        • How can shoppers be encouraged to purchase more from stores?
                          • How will cloud storage solutions change the landscape?
                            • What is the future of CD purchasing?
                            • Trend Application

                                • Trend: Why Buy
                                  • Trend: Transumers
                                    • 2015 trend: Access Anything, Anywhere
                                    • Internal Market Environment

                                      • Key points
                                        • Increasingly digital environment and hostile high street leads to decline in CD purchasers
                                          • Figure 9: Percentage of consumers who purchased a CD in the last 12 months, 2009-11
                                          • Figure 10: Percentage of consumers who purchased a music download in the last 12 months, 2009-11
                                        • Value of digital music on the rise
                                          • Figure 11: Digital music change in revenue, Q1 2011-Q1 2012
                                        • High smartphone sales balance out declining portable media player ownership
                                          • Figure 12: Worldwide sales of Apple iPods and iPhones, Q1 2004-Q2 2012
                                        • DVD purchasing falls, as Blu-ray increase
                                          • Figure 13: Percentage of consumers who purchased a film on DVD, Blu-ray or through digital download, 2009-11
                                          • Figure 14: Type of DVDs/Blu-ray/PVR player owned by consumers, 2009-11
                                        • Content gifting lower in digital form
                                          • Figure 15: Purchase of music and video content for the purchaser, or as a gift, 2011
                                        • Smart television and tablet ownership possible threats to DVD/Blu-ray
                                          • Ultraviolet likely to launch in 2013
                                            • Universal's purchase of EMI sparks regulator concerns
                                              • Facebook integration and applications make Spotify a more coherent threat to music purchase
                                              • Broader Market Environment

                                                • Key points
                                                  • Broadband penetration increasing slowly
                                                    • Figure 16: Broadband penetration, by gender, age and socio-economic group, 2004-11
                                                  • Low consumer confidence will inhibit big-ticket technology purchases
                                                    • Figure 17: GfK NOP Consumer Confidence Index, January 2008-June 2012
                                                  • LTE rollout will likely encourage greater portable digital video use
                                                  • Competitive Context

                                                    • Key points
                                                      • Live music showing slight rise in popularity
                                                        • Figure 18: Percentage of consumers attending live music or performances, 2007-11
                                                      • Cinema attendance shows five-year improvement
                                                        • Figure 19: Breakdown of UK cinema market metrics, 2007-11
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Tesco begins own digital video locker
                                                          • Facebook allows consumers to directly share music
                                                            • MixPixie allows consumers to customise CDs
                                                              • Netflix focuses on multi-device access
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Music value will continue steadily increasing
                                                                    • Figure 20: Value of UK music sales, 2007-17
                                                                  • Video shows a slight recovery in 2015
                                                                    • Figure 21: Value of UK video sales, 2007-17
                                                                  • Forecasts
                                                                      • Figure 22: Forecast value of UK music sales, 2007-17
                                                                      • Figure 23: Forecast value of digital music sales, 2007-17
                                                                      • Figure 24: Forecast value of physical music sales, 2007-17
                                                                      • Figure 25: Forecast value of UK video sales, 2007-17
                                                                      • Figure 26: Forecast value of physical video sales, 2007-17
                                                                      • Figure 27: Forecast value of digital video sales, 2007-17
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Physical music still contributes greater share of value
                                                                        • Figure 28: Physical and digital revenue breakdown of UK music sales, 2007-11
                                                                        • Figure 29: Digital music revenue, by format, 2007-11
                                                                      • Four fifths of video revenue came from retail in 2011
                                                                        • Figure 30: Total video revenue, by rental and retail, 2010 and 2011
                                                                      • Blu-ray slowly contributing greater share of physical value
                                                                        • Figure 31: Percentage of physical video retail value contributed by DVD and Blu-ray, 2007-11
                                                                      • Physical retail revenue vastly greater than digital
                                                                        • Figure 32: Percentage of video retail value contributed by physical and digital formats, 2007-11
                                                                        • Figure 33: Percentage of the video rental market value contributed by physical and digital formats, 2010 and 2011
                                                                    • Companies and Products

                                                                        • HMV
                                                                          • Company overview
                                                                            • Financial performance and strategy
                                                                              • Figure 34: Financial performance of the HMV Group, 2009-11*
                                                                            • Recent activity
                                                                              • Advertising and promotion
                                                                                • Figure 35: HMV Group total adspend, 2007-12
                                                                              • Amazon Music
                                                                                • Company overview
                                                                                  • Financial performance and strategy
                                                                                    • Figure 36: Financial performance of Amazon PLC, 2009-11
                                                                                  • Recent activity
                                                                                    • Blinkbox
                                                                                      • Company overview
                                                                                        • Financial performance and strategy
                                                                                          • Figure 37: Financial performance of Tesco, 2009-11
                                                                                        • Recent activity
                                                                                          • Advertising and promotion
                                                                                            • iTunes
                                                                                              • Company overview
                                                                                                • Financial performance and strategy
                                                                                                  • Figure 38: Financial performance of Apple Inc, 2009-11
                                                                                                  • Figure 39: Net sales from the iTunes store, App Store and iBookstore, in addition to sales of iPod services and Apple-branded and third-party iPod accessories, 2009-11
                                                                                                • Recent activity
                                                                                                  • Advertising and promotion
                                                                                                    • LOVEFiLM
                                                                                                      • Company overview
                                                                                                        • Financial performance and strategy
                                                                                                          • Figure 40: Financial performance of LOVEFiLM UK Limited, 2009-11
                                                                                                        • Recent activity
                                                                                                          • Advertising and promotion
                                                                                                            • Netflix Inc
                                                                                                              • Company overview
                                                                                                                • Financial performance and strategy
                                                                                                                  • Figure 41: Financial performance of Netflix, Inc, 2009-11
                                                                                                                • Recent activity
                                                                                                                  • Advertising and promotion
                                                                                                                    • Play.com
                                                                                                                      • Company overview
                                                                                                                        • Financial performance and strategy
                                                                                                                          • Figure 42: Financial performance of Rakuten, 2009-11
                                                                                                                        • Recent activity
                                                                                                                          • Advertising and promotion
                                                                                                                            • Spotify
                                                                                                                              • Company overview
                                                                                                                                • Financial performance and strategy
                                                                                                                                  • Figure 43: Financial performance of Spotify, 2009 and 2010
                                                                                                                                • Recent activity
                                                                                                                                  • Advertising and promotion
                                                                                                                                    • We7
                                                                                                                                      • Company overview
                                                                                                                                        • Financial performance and strategy
                                                                                                                                          • Figure 44: Financial performance of We7, 2008-10
                                                                                                                                        • Recent activity
                                                                                                                                          • Advertising and promotion
                                                                                                                                            • Zavvi.com
                                                                                                                                              • Company overview
                                                                                                                                                • Financial performance and strategy
                                                                                                                                                  • Figure 45: Financial performance of The Hut Group Limited, 2008-10
                                                                                                                                                • Recent activity
                                                                                                                                                  • Advertising and promotion
                                                                                                                                                  • Brand Communication and Promotion

                                                                                                                                                    • Key points
                                                                                                                                                      • CD adspend drops by almost half in four years
                                                                                                                                                        • Figure 46: Total music adspend, 2008-11
                                                                                                                                                        • Figure 47: Top ten brands advertising CDs, 2008-11
                                                                                                                                                      • Combination adspend only category to show growth in video market
                                                                                                                                                        • Figure 48: Total DVD, Blu-ray and combination adspend, 2008-11
                                                                                                                                                        • Figure 49: Top ten promoters of DVD, Blu-ray or combination products, 2008-11
                                                                                                                                                    • How Do Consumers Obtain Music And Video?

                                                                                                                                                      • Key points
                                                                                                                                                        • Physical purchasing still the most popular activity
                                                                                                                                                          • Figure 50: Frequency of obtaining music and video, June 2012
                                                                                                                                                        • Downloading video services amongst the least popular
                                                                                                                                                            • Figure 51: Acquisition of digital music and video, by age, June 2012
                                                                                                                                                          • Continued investment in children's programming for digital services a good idea
                                                                                                                                                            • Figure 52: Acquisition of film or television, by presence of own children in the household, June 2012
                                                                                                                                                          • Almost a third of Blu-ray owners download video
                                                                                                                                                            • CD purchase high amongst paid streamers
                                                                                                                                                              • Figure 53: Purchase of a CD at least once a month or more frequently, by frequency of streaming paid-for music, June 2012
                                                                                                                                                          • Why Do Consumers Use Streaming Services?

                                                                                                                                                            • Key points
                                                                                                                                                              • Permanent-content libraries remain popular
                                                                                                                                                                • Figure 54: Reasons for use of streaming services, June 2012
                                                                                                                                                              • Exclusivity draws in older consumers
                                                                                                                                                                • Tablet ownership more likely to provoke belief in value
                                                                                                                                                                  • Use of streaming services by CD purchasers peaks for infrequent buyers
                                                                                                                                                                    • Figure 55: Frequency of use of free streaming services, by reasons for use of streaming services, June 2012
                                                                                                                                                                    • Figure 56: Frequency of buying a music CD, by reasons for using streaming services, June 2012
                                                                                                                                                                  • Saving space the primary reason for avoiding physical media
                                                                                                                                                                    • Figure 57: Reasons for not purchasing physical media, June 2012
                                                                                                                                                                • What Would Make Consumers Visit Stores More Often?

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Financial incentives the most appealing
                                                                                                                                                                      • Figure 58: Factors that would make consumers visit a store more often, June 2012
                                                                                                                                                                    • Age demographics important in determining feature desirability
                                                                                                                                                                      • Consumers who pay to stream less interested in financial benefits
                                                                                                                                                                        • Consumers who want longer opening hours and a chance to meet celebrities are high streamers
                                                                                                                                                                        • Attitudes towards Music and Video Purchasing

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Desire for physical media content still strong
                                                                                                                                                                              • Figure 59: Attitudes towards music and video, June 2012
                                                                                                                                                                            • Trade-in system likely to increase hardcopy purchase
                                                                                                                                                                              • Customisability is key for 14%
                                                                                                                                                                                • Just over one in ten want confirmed access
                                                                                                                                                                                  • Consumers who want free downloads still prefer CDs overall
                                                                                                                                                                                    • Interest in digital and physical content interactions crosses between music and video
                                                                                                                                                                                      • Consumers who want exclusive content show slight preference for film
                                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                                          • Figure 60: Best- and worst-case forecast for total music sales, 2012-17
                                                                                                                                                                                          • Figure 61: Best- and worst-case forecast for digital music sales, 2012-17
                                                                                                                                                                                          • Figure 62: Best- and worst-case forecast for physical music sales, 2012-17
                                                                                                                                                                                          • Figure 63: Best- and worst-case forecast for total video sales, 2012-17
                                                                                                                                                                                          • Figure 64: Best- and worst-case forecast for physical sales, 2012-17
                                                                                                                                                                                          • Figure 65: Best- and worst-case forecast for digital video sales, 2012-17
                                                                                                                                                                                      • Appendix – How do Consumer Obtain Music and Video

                                                                                                                                                                                          • Figure 66: How often consumers obtain music, June 2012
                                                                                                                                                                                          • Figure 67: How often consumers obtain music, by how often consumers have paid to download a digital track or album, June 2012
                                                                                                                                                                                          • Figure 68: How often consumers obtain music, by how often consumers have bought a music CD, June 2012
                                                                                                                                                                                          • Figure 69: How often consumers obtain music, by how often consumers have streamed a song through a free streaming service, June 2012
                                                                                                                                                                                          • Figure 70: How often consumers obtain music, by how often consumers have streamed a song through a paid-for streaming service, June 2012
                                                                                                                                                                                          • Figure 71: How often consumers obtain music, by how often consumers have streamed a TV episode or film, June 2012
                                                                                                                                                                                          • Figure 72: How often consumers obtain music, by how often consumers have downloaded a TV episode or film to keep, June 2012
                                                                                                                                                                                          • Figure 73: How often consumers obtain music, by how often consumers have bought a DVD or Blu-ray disc, June 2012
                                                                                                                                                                                          • Figure 74: How often consumers have paid to download a digital track or album, by demographics, June 2012
                                                                                                                                                                                          • Figure 75: How often consumers have bought a music CD, by demographics, June 2012
                                                                                                                                                                                          • Figure 76: How often consumers have streamed a song through a free streaming service, by demographics, June 2012
                                                                                                                                                                                          • Figure 77: How often consumers have streamed a song through a paid-for streaming service, by demographics, June 2012
                                                                                                                                                                                          • Figure 78: How often consumers have streamed a TV episode or film, by demographics, June 2012
                                                                                                                                                                                          • Figure 79: How often consumers have downloaded a TV episode or film to keep, by demographics, June 2012
                                                                                                                                                                                          • Figure 80: How often consumers have bought a DVD or Blu-ray disc, by demographics, June 2012
                                                                                                                                                                                      • Appendix – Why do Consumers Use Streaming Services

                                                                                                                                                                                          • Figure 81: Reasons for use of streaming services, June 2012
                                                                                                                                                                                          • Figure 82: Reasons for use of streaming services, by how often consumers have paid to download a digital track or album, June 2012
                                                                                                                                                                                          • Figure 83: Reasons for use of streaming services, by how often consumers have bought a music CD, June 2012
                                                                                                                                                                                          • Figure 84: Reasons for use of streaming services, by how often consumers have streamed a song through a free streaming service, June 2012
                                                                                                                                                                                          • Figure 85: Reasons for use of streaming services, by how often consumers have streamed a song through a paid-for streaming service, June 2012
                                                                                                                                                                                          • Figure 86: Reasons for use of streaming services, by how often consumers have streamed a TV episode or film, June 2012
                                                                                                                                                                                          • Figure 87: Reasons for use of streaming services, by how often consumers have downloaded a TV episode or film to keep, June 2012
                                                                                                                                                                                          • Figure 88: Reasons for use of streaming services, by how often consumers have bought a DVD or Blu-ray disc, June 2012
                                                                                                                                                                                          • Figure 89: Reasons for use of streaming services, by most popular reasons for use of streaming services, June 2012
                                                                                                                                                                                          • Figure 90: Reasons for use of streaming services, by next most popular reasons for use of streaming services, June 2012
                                                                                                                                                                                          • Figure 91: Reasons for use of streaming services, by least popular reasons for use of streaming services, June 2012
                                                                                                                                                                                          • Figure 92: Most popular reasons for use of streaming services, by demographics, June 2012
                                                                                                                                                                                          • Figure 93: Next most popular reasons for use of streaming services, by demographics, June 2012
                                                                                                                                                                                          • Figure 94: Least popular reasons for use of streaming services, by demographics, June 2012
                                                                                                                                                                                      • Appendix – Reasons for Not Purchasing Physical Media

                                                                                                                                                                                          • Figure 95: Reasons for not purchasing physical media, June 2012
                                                                                                                                                                                          • Figure 96: Reasons for not purchasing physical media, by demographics, June 2012
                                                                                                                                                                                      • Appendix – What Would Make Consumers Visit Stores More Often

                                                                                                                                                                                          • Figure 97: Factors that would make consumers purchase physical media more often, June 2012
                                                                                                                                                                                          • Figure 98: Factors that would make consumers purchase physical media more often, by how often consumers have paid to download a digital track or album, June 2012
                                                                                                                                                                                          • Figure 99: Factors that would make consumers purchase physical media more often, by how often consumers have bought a music CD, June 2012
                                                                                                                                                                                          • Figure 100: Factors that would make consumers purchase physical media more often, by how often consumers have streamed a song through a free streaming service, June 2012
                                                                                                                                                                                          • Figure 101: Factors that would make consumers purchase physical media more often, by how often consumers have streamed a song through a paid-for streaming service, June 2012
                                                                                                                                                                                          • Figure 102: Factors that would make consumers purchase physical media more often, by how often consumers have streamed a TV episode or film, June 2012
                                                                                                                                                                                          • Figure 103: Factors that would make consumers purchase physical media more often, by how often consumers have downloaded a TV episode or film to keep, June 2012
                                                                                                                                                                                          • Figure 104: Factors that would make consumers purchase physical media more often, by how often consumers have bought a DVD or Blu-ray disc, June 2012
                                                                                                                                                                                          • Figure 105: Reasons for use of streaming services, by most popular factors that would make consumers purchase physical media more often, June 2012
                                                                                                                                                                                          • Figure 106: Reasons for use of streaming services, by next most popular factors that would make consumers purchase physical media more often, June 2012
                                                                                                                                                                                          • Figure 107: Factors that would make consumers purchase physical media more often, by most popular reasons for use of streaming services, June 2012
                                                                                                                                                                                          • Figure 108: Factors that would make consumers purchase physical media more often, by next most popular reasons for use of streaming services, June 2012
                                                                                                                                                                                          • Figure 109: Factors that would make consumers purchase physical media more often, by least popular reasons for use of streaming services, June 2012
                                                                                                                                                                                          • Figure 110: Factors that would make consumers purchase physical media more often, by most popular factors that would make consumers purchase physical media more often, June 2012
                                                                                                                                                                                          • Figure 111: Factors that would make consumers purchase physical media more often, by next most popular factors that would make consumers purchase physical media more often, June 2012
                                                                                                                                                                                          • Figure 112: Most popular factors that would make consumers purchase physical media more often, by demographics, June 2012
                                                                                                                                                                                          • Figure 113: Next most popular factors that would make consumers purchase physical media more often, by demographics, June 2012
                                                                                                                                                                                      • Appendix – Attitudes towards Music and Video Purchasing

                                                                                                                                                                                          • Figure 114: Attitudes towards music and video, June 2012
                                                                                                                                                                                          • Figure 115: Attitudes towards music and video, by most popular attitudes towards music and video, June 2012
                                                                                                                                                                                          • Figure 116: Attitudes towards music and video, by next most popular attitudes towards music and video, June 2012
                                                                                                                                                                                          • Figure 117: Attitudes towards music and video, by most popular factors that would make consumers purchase physical media more often, June 2012
                                                                                                                                                                                          • Figure 118: Attitudes towards music and video, by next most popular factors that would make consumers purchase physical media more often, June 2012
                                                                                                                                                                                          • Figure 119: Attitudes towards music and video, by most popular reasons for use of streaming services, June 2012
                                                                                                                                                                                          • Figure 120: Attitudes towards music and video, by next most popular reasons for use of streaming services, June 2012
                                                                                                                                                                                          • Figure 121: Attitudes towards music and video, by least popular reasons for use of streaming services, June 2012
                                                                                                                                                                                          • Figure 122: Attitudes towards music and video, by how often consumers have paid to download a digital track or album, June 2012
                                                                                                                                                                                          • Figure 123: Attitudes towards music and video, by how often consumers have bought a music CD, June 2012
                                                                                                                                                                                          • Figure 124: Attitudes towards music and video, by how often consumers have streamed a song through a free streaming service, June 2012
                                                                                                                                                                                          • Figure 125: Attitudes towards music and video, by how often consumers have streamed a song through a paid-for streaming service, June 2012
                                                                                                                                                                                          • Figure 126: Attitudes towards music and video, by how often consumers have streamed a TV episode or film, June 2012
                                                                                                                                                                                          • Figure 127: Attitudes towards music and video, by how often consumers have downloaded a TV episode or film to keep, June 2012
                                                                                                                                                                                          • Figure 128: Attitudes towards music and video, by how often consumers have bought a DVD or Blu-ray disc, June 2012
                                                                                                                                                                                          • Figure 129: Most popular attitudes towards music and video, by demographics, June 2012
                                                                                                                                                                                          • Figure 130: Next most popular attitudes towards music and video, by demographics, June 2012

                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                      • ABC, Inc.
                                                                                                                                                                                      • Amazon.co.uk
                                                                                                                                                                                      • Apple, Inc
                                                                                                                                                                                      • Arts Alliance Media
                                                                                                                                                                                      • BBC Worldwide Ltd
                                                                                                                                                                                      • Blinkbox
                                                                                                                                                                                      • BMG Entertainment
                                                                                                                                                                                      • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                      • Coca-Cola GB
                                                                                                                                                                                      • Domino's Pizza UK & IRL, plc
                                                                                                                                                                                      • EMI Group plc
                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                      • Google UK
                                                                                                                                                                                      • Google, Inc.
                                                                                                                                                                                      • Guardian Newspapers Limited
                                                                                                                                                                                      • Hammersmith Apollo
                                                                                                                                                                                      • Hasbro UK Ltd
                                                                                                                                                                                      • HMV Retail Ltd
                                                                                                                                                                                      • Karmarama
                                                                                                                                                                                      • Land Securities Group
                                                                                                                                                                                      • Levi Strauss
                                                                                                                                                                                      • LOVEFiLM International Ltd
                                                                                                                                                                                      • MBNA Europe
                                                                                                                                                                                      • Microsoft Ltd (UK)
                                                                                                                                                                                      • National Broadcasting Company, Inc. (NBC)
                                                                                                                                                                                      • Netflix, Inc.
                                                                                                                                                                                      • Nintendo UK Entertainment Ltd
                                                                                                                                                                                      • NUS [National Union of Students]
                                                                                                                                                                                      • Odeon Cinemas
                                                                                                                                                                                      • Research in Motion Uk Ltd.
                                                                                                                                                                                      • Samsung Electronics (UK) Ltd
                                                                                                                                                                                      • Sony (UK) Ltd
                                                                                                                                                                                      • Spotify AB
                                                                                                                                                                                      • Tesco Plc
                                                                                                                                                                                      • Ticketmaster
                                                                                                                                                                                      • Time Out London
                                                                                                                                                                                      • Twentieth Century Fox Film Corporation
                                                                                                                                                                                      • Universal Music Group
                                                                                                                                                                                      • Universal Pictures
                                                                                                                                                                                      • Video Island Entertainment Ltd
                                                                                                                                                                                      • Virgin Group Ltd.
                                                                                                                                                                                      • Visa Europe
                                                                                                                                                                                      • Vue
                                                                                                                                                                                      • Walt Disney Company, The
                                                                                                                                                                                      • Warner Music Group
                                                                                                                                                                                      • We7
                                                                                                                                                                                      • Yo! Sushi
                                                                                                                                                                                      • Zavvi

                                                                                                                                                                                      Music and Video Purchasing - UK - August 2012

                                                                                                                                                                                      £1,995.00 (Excl.Tax)