The first snapshot results are in for the DVD format. It is a preliminary number count as stragglers and below-the-radar releases will be ferreted-out and added to the various databases in the weeks ahead, so keep that in mind … the count is wrong, but it is right for today; for this moment.
The headline is that 2023 is currently on a record-shattering pace for this aged format that the Hollywood studios once cherished, but have now all but abandoned.
As of June 30, we have tracked and posted 15,035 new releases on DVD. That number, on its own, is meaningless unless you put it into some sort of context. Last year, 2022, was a record-setting year with a revised total of 22,124 DVD product offerings. At the turn (the six-month mark), the total was 11,477, so even with the summer doldrums, the year split almost evenly with 51.88 percent arriving in the marketplace during the first half of the year and 48.12 percent arriving during the months of July through December.
Just using that same split as a rough marker, we are tracking at 28,983 potential new DVD releases during the course of the year.
That’s record-shattering. Nothing (other than last year) is in even close.
DVD peaked in 2005/2006, with the arrival of the Blu-ray format. These peak years saw 15,360 DVD releases in 2005, matched by 15,261 in 2006. For the next 15 years the release counts crabbed sideways, with a low point reached in 2016 (11,216).
So why is the DVD format suddenly on fire these days?
In a word, streaming. When the pandemic hit the traditional Hollywood studios went all in with streaming, and in the process the theatrical distribution mousetrap that they (collectively-speaking) built over the course of 100 years was abandoned. Along with that went home entertainment packaged media and the Promo, Better, Best distribution system was suddenly in ruins.
It took a few months for certain business interests to recognize the new focus of the studios — with their vast film and series libraries — and once they did it has been an all-out effort on the part of “helpers”/”void-fillers” (pirates; bootleggers as traditional terms to describe the activity that is taking place is so very out of date in this new age of streaming) to take full advantage of two things.
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Real or Helper?? |
First, the pristine masters being served up 24/7 by the various streaming platforms. No longer is it necessary to use a camcorder or iPhone to capture the hottest theatrical blockbusters at the local cineplex … no, no, those days are gone. The studios simply serve them up on a platter and within hours they are available on DVD and Blu-ray.
Second, with the focus on streaming, there seems to be a business decision (opportunity costs; whack-a-mole costs; indifference … pick one) to not — repeat NOT — enforce copyright protections. So, all films from the 1930s, 40s, 50s, 60s, 70s and 80s (everything from the 20th Century for that matter) is now perceived to be in the public domain and therefore fair game for distribution by “helpers” on DVD.
Why DVD? Because it is backwards compatible … it doesn’t matter if you have a 4K Ultra HD player, a Blu-ray player or an ancient DVD player in your home, they all play DVDs. Most movies run under 120 minutes … DVD works. Longer movies, series programming … the “helpers” use Blu-ray.
What’s the source breakdown at the six-month mark? Would you be surprised if the “Hollywood” studios were dead last in market share for DVD output?
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Real or Helper?? |
Through the first six months of 2023, the studios and their affiliate labels (CBS Home Entertainment, Showtime Networks, HBO, etc.) have delivered 201 new SKUs, or a release share of just 1.34 percent.
Next come the “Legit” players. These are independent labels, the boutique labels, religious, train-watching, magic, fitness, music and how-to labels. In the first half of the year there were 209 of these non-studio sources that were active with one or more releases. Collectively they delivered 1,881 new DVD titles, or a SKU-count market share of 12.51 percent.
Wait a minute. 1.34 plus 12.51 doesn’t make 100. Yes, what we “see” as the DVD marketplace (traditionally speaking), only accounts for 13.85 percent of the release pie.
For lack of a better term, micro broadcasters (cable access, local government networks, etc.) have delivered 2,963 DVD titles during the first six months of the year, or 19.71 percent of the SKU-count. That’s more than all of the tradition home entertainment sources combined.
These local broadcasters have discovered that there is market on DVD — a marginal market to be sure — for programming that they produce. The local high school football game is going to be played no matter what. Basketball, hockey, lacrosse, volleyball and on and on.
If it is being broadcast in the local market, then the production is “in the can,” so why not offer DVD copies for sale?
The same holds true for local in-the-park concerts, graduations, parades and countless government meetings. It’s not the overall dollar amount (small to be sure), but at the local level every penny counts … DVD has become a workhorse (and the traditional evaluation of the home entertainment industry doesn’t even know that this is taking place).
All right, 1.34, plus 12.51, plus 19.71 still doesn’t add up to 100.
66.44 percent of all releases on DVD during the first six months of the year — 9,990 titles — were from 70 different “helper” sources.
To put it simply, consumers can’t get what they want from the legitimate source, so they seek out “helper” sources, and they cannot tell the difference. The packaging looks good, the same source was online last week, and the week before that, so they must be legitimate.
That’s the state of the DVD marketplace at the six-month market in 2023. Outright piracy accounts for two-thirds of everything that has arrived at the consumer level. There’s no sign that the powers that be are going to do anything about it … DVD lives; packaged media is thriving.
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