DVD Smashes All Previous Release Records In 2023 While Studios Sit On The Sidelines

 Which world do you see?   

If you are a traditional analyst, reading sales-point data from Best Buy, Wal-Mart and the like, and then factoring in RIAA numbers and mixing in some replicated disc reports you are likely to see a DVD market in decline. 

 You wouldn’t be far off.  DVD is done.  So it would not come as a surprise that collectively the “Hollywood” studios — who launched and made a fortune on DVD — put only 429 new DVDs into the marketplace in 2023.  

The studios seem to be just going through the motions … that third, no frills SKU for a high profile new theatrical release, some well-known network shows and MOD activity to replenish popular catalog titles.  That’s about it.

Of that total, 164 were New Theatrical releases (1997 to date) and 52 were Theatrical Catalog (pre-1997, the launch year of DVD).   There were two other areas of focus for the studios, as mentioned, TV series programs (116 DVD releases) and Direct to Video titles (55 new SKUs) … throw in some KidVid (ten titles) and Mini-Series (11 releases) and you’ve got the “Studio Focus.”  

If that’s the world you see, then yes, DVD is all but dead. 

Wait, wait, wait what about those boutique and indie labels that are busy licensing studio libraries?   Yes, they chipped in 3,651 new DVD releases.

Combined, the traditional sources that generate the industry analytics combined for 4,080 new DVD releases in 2023.   Back in 2006, the launch year of the Blu-ray format, the DVD count was 15,272 new releases … it’s clear that the format is done; lost its luster.

Would it come as something of a shock that the aforementioned DVD release numbers from the traditional “Hollywood” studios and the myriad of boutique and independent labels only account for 19.93 percent of the SKU release pie?  That means that roughly four of five new DVD arrivals in 2023 were not visible to traditional monitoring methods.   The Titanic only clipped the top of the iceberg on its ill-fated maiden voyage (and it sank like a stone).

Adding in Amazon.com, deepdiscount.com and similar online sales sources doesn’t get you there.   In fact, you would actually come up with a smaller number as numerous indie sources sell only direct and don’t engage in third party distribution.

We won’t even get into the very vibrant “used” market as a sales source.   The studios learned early on that DVDs were a forever-thing, while VHS was sketchy at best in the used market … they would end up competing with themselves when popular titles were repressed (before MOD kicked in, inventories became a major headache).

What is defying traditional analytics that actually accounts for over 80 percent of new DVD release activity in 2023?   Which, by the way, was a record-shattering year for new arrivals.
We begin with an “invisible” source.   Consumers know about it, but the “home entertainment” business doesn’t recognize this next source … it doesn’t exist.

5,777 new DVD releases — more than the “Hollywood” studios and boutique/independent labels combined — came from the unlikely source of micro broadcasters.  

We are tracking over 60 of these cable access, local broadcasters and sports production outlets and in doing so we see that they have a combined average output of over 110 new DVDs each and every week of the year.   Let that sink in.

Sales volume?   That’s anyone’s guess, but when multiple sources repeat release patterns over and over and over again you have to assume one of two things.   Either wealthy hobbyists released 5,777 DVDs (MODs) for the fun of it, or, just maybe, these various “below-the-radar” sources have found a nice little source of “extra” income.   

Think in terms of where you buy your fresh vegetables.   Do you buy them at the local supermarket?   Probably.  Or, like some, do you support the local “pop-up” farmer’s market on Main Street … you know, from noon to five on Tuesday afternoon?   

So what is this mystery source grinding out each week?   They accounted for 2,157 MOD (manufactured on demand) DVD releases of high school and local college sporting events in 2023. 

The Friday night football game at the local high school is going to be played no matter what, but what happens if you are actually broadcasting the game (with play by play) to your local network?   Do you think there might be an “after” market for a copy of the game on DVD?
Judging from the numbers, the answer is yes.

The local concert on the green, the winter choir concert at the local high school, unknown talent putting on a live show, etc.   The micro broadcasters churned out 270 such productions in 2023.   Another 13 were actual full-blown stage plays.

The biggest source of new DVD releases was in the catch-all category of “Special Interest,” with 3,333 new DVD (again, all MOD — manufactured on demand) arrivals during 2023.  These are the local graduations, town meetings, board of education sessions, and on and on.   

You want it, no problem, we will make one for you … no risk, no inventory, just manufactured on demand via email or online sales portal.   Home grown and out the door.

And lastly, the elephant in the room that no one in the industry wants to talk about any more.   It used to be a big deal — drag out a studio-produced DVD from 2007 and pop in you player and you are likely to get a PSA telling you that piracy is bad … a $250,000 fine and five years in prison.   

Not anymore, the focus is on streaming and the alphabet soup of VOD (SVOD, TVOD, AVOD, PVOD, etc.). 

Talk about piracy of film libraries and series programming and all you get is a parody of Capt. Renault (Claude Raines in Casablanca), saying “I’m shocked, shocked to find that gambling is going on here.”   The traditional “Hollywood” studios don’t care … the chickens, the cows, the horses, the goats, they are all going out the backdoor of the barn in record numbers and the Hollywood farmers don’t care.

15,938 DVD releases recorded in 2023 were from “Helpers” (our term for pirates, bootleggers, etc.).  60.23 percent of all releases in 2023 were MOD DVDs from pirates … and we don’t monitor all those from China, Sri-Lanka, Indonesia, Malaysia and other “exotic” points.  Included in that 15,938 count are just the local terrorists (with active Australian, European sources mixed in).

So what did the “Helpers” like?   In short, everything!!   We monitor 26 unique product categories and the “Helper” community had entries in 25 of the 26.

The big one is pre-1997 (the launch year of DVD) theatrical catalog.   A mind-blowing 7,480 MOD DVDs in this single category alone were released by “Helpers” in 2023 (that’s over 140 per week), compared to 52 from the studios (one per week).   This is what happens when a market in neglected … the void will be filled by others … consumers want it, consumers find it (and they don’t care the source).

The other big category was music.   Concerts (vintage and new), classic broadcasts and music video compilations from the “Helper” community totaled 2,155 new DVD (all MOD) product offerings during the year.

647 New Theatrical (post-1997) releases found their way home courtesy of “Helpers” in 2023 — the moment it streams (or VOD) you can count on a copy being available for fans to enjoy.   Are you still waiting for a legitimate DVD edition of the Best Picture-winner, CODA?    No problem, multiple copies are out there.

2023 was a blow-out year for new DVD releases.  A preliminary count of 26,460 new DVD arrival eclipses all previous records.  This is largely being driven by the ease and acceptance of MOD, plus an across-the-board mismanagement of assets by rights owners.    This factors have created the perfect storm … just mix in consumer demand and the world wide web and if you want it, baby, you got it!!