UV Library Growth is Triggered by Digital Codes Included with Discs
Port Washington, NY, October 22, 2015 – Watching video in high definition continues to be the top motivator for disc buyers, but combo packs are growing in importance, increasing 5 points over last year, according to The NPD Group’s latest Digital Video Acquisition Monitor (UltraViolet) report.
There is universal increased interest in discs + digital combo packs. For UV consumers, the in-pack redemption code is mentioned as the top reason they sign up, an increase of 4 points over last year.
In addition, one-in-three non-users are motivated by free UV content; therefore promoting redemption codes for additional free titles is key to both UV awareness and library growth.
“Compatibility with specific digital services is not a primary driver for disc buyers, since no leading digital format has yet to emerge,” said NPD’s entertainment industry analyst, Vincent Moy. “However, any digital copy included with the disc is a potential motivator. The trick is convincing the consumer of that particular format’s ease of purchase, storage and access benefits, relative to its competition.”
Satisfaction among UV users continues to grow, with eight-in-ten planning to continue expanding their UV collection. As a result, UV is having a positive impact on digital transactions. “The longer UV users hold their account, the more titles they have in their library; the single-system library service could very well be a catalyst for increased migration from buying discs to buying digital copies,” added Moy.
Consumers ages 25-34 are the most engaged viewing age group overall, and the most drawn to UV digital copy. Combo packs and bonus features are also important among all age groups, but more so among buyers under the age of 45.
The report summarizes key findings from an 8,214 UltraViolet-respondent survey conducted from July 7 – August 7, 2015. Additionally, data was collected from 9,960 respondents from NPD’s online survey panel, weighted to represent the U.S. population age 18+.