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Australian content on Video

Australian share of top retail video titles (DVD and Blu-ray), ranked by sales value, 2010–2011

Retail value of Australian titles by program: 2011 | 2010

In the last four years, the total number of DVD and Blu-ray titles sold in Australian retail outlets has fluctuated between 38,600 and 46,700. To glean insights from this activity, titles that account for the top 66 per cent of sales value have been analysed as a subset. In 2011, this accounted for just 6 per cent of DVD titles and 13 per cent of Blu-ray.

Of this subset, Australian titles accounted for 9.1 per cent ($44.9 million) of the value of DVD sales in 2011, and 2.9 per cent ($2.4 million) of Blu-ray sales value. These figures are up from a market share of 7.2 per cent ($50.9 million) for DVD and 2.1 per cent ($1.2 million) for Blu-ray in 2010.

TV drama was the top-earning program type for Australian titles, with $22.5 million in sales all on DVD. Foreign movies still dominated video sales overall.

In 2011, the highest-selling title in terms of value and units was the Australian feature film, Red Dog: see Retail video: Top-selling titles each year since 1998.

Retail value of Australian titles by program type, 2011

DVD | Blu-ray

DVD

Program type Top DVD sales1 of all program types
Titles2 (no.) Units3 (no.) Retail value3 ($)
All Aust. % Aust. All Aust. % Aust. All Aust. % Aust.
All program types 2,003 173 8.6% 22,291,105 1,828,658 8.2% $494,125,972 $44,946,003 9.1%
Movie
Animated 147 3 2.0% 2,735,746 66,679 2.4% $48,083,037 $1,193,642 2.5%
Live action 693 34 4.9% 11,329,604 804,137 7.1% $196,193,359 $14,275,313 7.3%
Total movie 840 37 4.4% 14,065,350 870,816 6.2% $244,276,396 $15,468,955 6.3%
TV series
Drama4 914 98 10.7% 6,514,458 696,789 10.7% $206,555,700 $22,509,690 10.9%
Documentary and light entertainment 130 17 13.1% 719,812 96,679 13.4% $23,077,781 $2,887,191 12.5%
Total TV series 1,044 115 11.0% 7,234,270 793,468 11.0% $229,633,481 $25,396,881 11.1%
Other5 119 21 17.6% 991,485 164,374 16.6% $20,216,095 $4,080,167 20.2%

Source: Screen Australia analysis of GfK Retail and Technology Australia data.

Notes:
Some GfK-assigned categories have been amalgamated. As GfK does not assign country of origin, Australian titles were identified retrospectively by Screen Australia. Australian titles include Australian productions and productions with overseas partners where creative control is shared (i.e. with a mix of Australians in key creative positions).
Based on a non-extrapolated sample of DVD sales from 71 per cent of Australian retailers: see About the data.
1. Top 66 per cent of titles by value.
2. Refers to the number of individual and box set titles sold during each calendar year (first-release titles issued that year and continued sales of previously issued titles). This may include multiple editions and multiple formats of the same content.
3. Box sets may include Australian and foreign titles. Although these sets are counted as a single title for ranking purposes, their units and value are apportioned according to the origin of discrete titles in the collection.
4. TV drama comprises scripted productions inluding children’s programming. It does not include documentary and light entertainment TV shows.
5. Includes non-scripted children’s, music, stand-up comedy and sports titles. Also includes a small number of single-episode documentaries.

Top

Blu-ray

Program type Top Blu-ray sales1 of all program types
Titles2 (no.) Units3 (no.) Retail value3 ($)
All Aust. % Aust. All Aust. % Aust. All Aust. % Aust.
All program types 305 9 3.0% 2,781,846 81,399 2.9% $80,574,175 $2,374,349 2.9%
Movie 
Animated 41 3 7.3% 310,302 24,958 8.0% $9,472,741 $711,672 7.5%
Live action 239 5 2.1% 2,333,888 46,263 2.0% $66,157,257 $1,419,300 2.1%
Total movie 280 8 2.9% 2,644,190 71,221 2.7% $75,629,998 $2,130,972 2.8%
TV series 
Drama4 12 0 0.0% 45,294 0 0.0% $2,334,139 $0.00 0.0%
Documentary and light entertainment 9 0 0.0% 59,692 0 0.0% $1,727,532 $0.00 0.0%
Total TV series 21 0 0.0% 104,986 0 0.0% $4,061,670 $0.00 0.0%
Other5 4 1 25.0% 32,670 10,178 31.2% $882,506 $243,378 27.6%

Source: Screen Australia analysis of GfK Retail and Technology Australia data.

Notes:
Some GfK-assigned categories have been amalgamated. As GfK does not assign country of origin, Australian titles were identified retrospectively by Screen Australia. Australian titles include Australian productions and productions with overseas partners where creative control is shared (i.e. with a mix of Australians in key creative positions).
Based on a non-extrapolated sample of Blu-ray sales from 86 per cent of Australian retailers: see About the data.
1. Top 66 per cent of titles by value.
2. Refers to the number of individual and box set titles sold during each calendar year (first-release titles issued that year and continued sales of previously issued titles). This may include multiple editions and multiple formats of the same content.
3. Box sets may include Australian and foreign titles. Although these sets are counted as a single title for ranking purposes, their units and value are apportioned according to the origin of discrete titles in the collection.
4. TV drama comprises scripted productions including children’s programming. It does not include documentary and light entertainment TV shows.
5. Includes non-scripted children’s, music, stand-up comedy and sports titles. Also includes a small number of single-episode documentaries.

Top

Retail value of Australian titles by program type, 2010

DVD | Blu-ray

DVD

Program type Top DVD sales1 of all program types
Titles2 (no.) Units3 (no.) Retail value3 ($)
All Aust. % Aust. All Aust. % Aust. All Aust. % Aust.
All program types 2,233 175 7.8% 32,759,693 2,033,869 6.2% $708,277,785 $50,894,591 7.2%
Movie
Animated 148 2 1.4% 3,614,092 24,111 0.7% $63,022,712 $345,193 0.5%
Live action 904 41 4.5% 17,829,843 814,393 4.6% $298,682,083 $14,173,776 4.7%
Total movie 1,052 43 4.1% 21,443,935 838,504 3.9% $361,704,795 $14,518,969 4.0%
TV series
Drama4 948 91 9.6% 9,189,659 815,634 8.9% $290,082,968 $25,871,173 8.9%
Documentary and light entertainment 121 13 10.7% 926,702 103,487 11.2% $29,286,373 $2,746,960 9.4%
Total TV series 1,069 104 9.7% 10,116,361 919,121 9.1% $319,369,341 $28,618,133 9.0%
Other5 112 28 25.0% 1,199,397 276,244 23.0% $27,203,649 $7,757,489 28.5%

Source: Screen Australia analysis of GfK Retail and Technology Australia data.

Notes:
Some GfK-assigned categories have been amalgamated. As GfK does not assign country of origin, Australian titles were identified retrospectively by Screen Australia. Australian titles include Australian productions and productions with overseas partners where creative control is shared (i.e. with a mix of Australians in key creative positions).
Based on a non-extrapolated sample of DVD sales from 71 per cent of Australian retailers: see About the data.
1. Top 66 per cent of titles by value.
2. Refers to the number of individual and box set titles sold during each calendar year (first-release titles issued that year and continued sales of previously issued titles). This may include multiple editions and multiple formats of the same content.
3. Box sets may include Australian and foreign titles. Although these sets are counted as a single title for ranking purposes, their units and value are apportioned according to the origin of discrete titles in the collection.
4. TV drama comprises scripted productions including children’s programming. It does not include documentary and light entertainment TV shows.
5. Includes non-scripted children’s, music, stand-up comedy and sports titles. Also includes a small number of single-episode documentaries.

Top

Blu-ray

Program type Top Blu-ray sales1 of all program types
Titles2 (no.) Units3 (no.) Retail value3 ($)
All Aust. % Aust. All Aust. % Aust. All Aust. % Aust.
All program types 239 8 3.4% 2,042,464 45,821 2.2% $57,703,197 $1,215,096 2.1%
Movie 
Animated 24 0 0.0% 211,135 0 0.0% $6,082,289 $0.00 0.0%
Live action 190 7 3.7% 1,718,092 41,462 2.4% $45,885,596 $1,111,534 2.4%
Total movie 214 7 3.3% 1,929,227 41,462 2.1% $51,967,885 $1,111,534 2.1%
TV series 
Drama4 16 0 0.0% 61,979 0 0.0% $3,524,092 $0.00 0.0%
Documentary and light entertainment 3 0 0.0% 15,349 0 0.0% $1,095,331 $0.00 0.0%
Total TV series 19 0 0.0% 77,328 0 0.0% $4,619,423 $0.00 0.0%
Other5 6 1 16.7% 35,909 4,359 12.1% $1,115,890 $103,563 9.3%

Source: Screen Australia analysis of GfK Retail and Technology Australia data.

Notes:
Some GfK-assigned categories have been amalgamated. As GfK does not assign country of origin, Australian titles were identified retrospectively by Screen Australia. Australian titles include Australian productions and productions with overseas partners where creative control is shared (i.e. with a mix of Australians in key creative positions).
Based on a non-extrapolated sample of Blu-ray sales from 86 per cent of Australian retailers: see About the data.
1. Top 66 per cent of titles by value.
2. Refers to the number of individual and box set titles sold during each calendar year (first-release titles issued that year and continued sales of previously issued titles). This may include multiple editions and multiple formats of the same content.
3. Box sets may include Australian and foreign titles. Although these sets are counted as a single title for ranking purposes, their units and value are apportioned according to the origin of discrete titles in the collection.
4. TV drama comprises scripted productions including children’s programming. It does not include documentary and light entertainment TV shows.
5. Includes non-scripted children’s, music, stand-up comedy and sports titles. Also includes a small number of single-episode documentaries.

Top

About the data