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REtail video sales

movies on DVD, Blu-ray and VHS, Share of total retail sales by classification, 2002–2015

Next update April 2017

Around 50 per cent of the value of all movies sold on DVD and 70 per cent of those on Blu-ray is generated by titles classified for people aged 15 years or over. The leading classification for both DVD and Blu-ray titles is M15+, with 37.3 per cent and 45.1 per cent respectively in 2015.

This data applies to retail product only, whereas the archived data on Video product by classification to 2008/09 from the Classification Board and Classification Review Board (formerly the Office of Film and Literature Classification) covers all titles submitted for classification.

The emerging high-definition Blu-ray format was included for the first time in 2008 when it accounted for around 2 per cent of total value and 1 per cent of units sold. In 2015, Blu-ray accounted for 17.5 per cent of total value and 15.3 per cent of units sold.

VHS sales have fallen dramatically over the last few years. Due to very low demand for VHS titles (less than 1 per cent of total units sold in 2007), sales of this format are no longer taken into account.

Share of DVD movie sales by classification, 2002–2015
 Graph: Share of total retails sales by classification, 2002-2015. Table below has the data.

Share of DVD movie sales (% of value)
  Other1 G PG M15+ MA15+ R18+
2002 0.8% 15.7% 23.5% 40.9% 14.8% 4.2%
2003 3.0% 17.9% 21.0% 41.9% 12.4% 3.8%
2004 0.5% 18.1% 24.0% 34.7% 19.0% 3.7%
2005 1.1% 14.6% 26.1% 33.2% 20.8% 4.2%
2006 1.8% 17.2% 25.1% 36.7% 15.5% 4.4%
2007 1.3% 14.3% 22.8% 39.4% 18.0% 4.2%
2008 1.4% 14.2% 22.9% 35.4% 22.3% 3.9%
2009 3.7% 15.7% 21.5% 37.6% 18.7% 2.8%
2010 2.6% 15.4% 21.3% 37.2% 21.3% 2.1%
2011 2.9% 14.7% 19.1% 38.4% 22.7% 2.2%
2012 2.9% 12.0% 15.4% 38.6% 27.4% 3.7%
2013 2.7% 15.4% 18.5% 36.9% 23.7% 2.7%
2014 1.9% 12.3% 17.6% 38.5% 26.8% 2.8%
2015 1.6% 11.4% 17.9% 37.3% 27.9% 4.0%
Share of Blu-ray movie sales (% of value)
  Other1 G PG M15+ MA15+ R18+
2008 <1% 4.4% 13.5% 53.7% 25.2% 3.2%
2009 1% 5.7% 13.3% 53.1% 22.7% 4.4%
2010 <1% 8.6% 14.3% 47.8% 24.5% 4.4%
2011 <1% 9.4% 21.6% 43.9% 20.3% 4.3%
2012 <1% 8.8% 13.4% 53.8% 20.7% 2.6%
2013 <1% 5.6% 16.4% 51.9% 21.6% 4.0%
2014 <1% 6.2% 15.3% 47.7% 26.2% 4.3%
2015 <1% 4.2% 16.6% 45.1% 27.7% 6.3%
Share of VHS movie sales (% of value)
  Other1 G PG M15+ MA15+ R18+
2002 0.5% 49.0% 25.0% 20.9% 3.3% 1.3%
2003 2.2% 53.4% 20.3% 19.1% 4.3% 0.8%
2004 <0.1% 13.7% 19.0% 40.3% 19.2% 7.8%
2005 <0.1% 37.5% 26.5% 18.4% 17.2% 0.4%
2006 0.4% 25.4% 23.4% 28.0% 21.4% 1.4%

Source: GfK Retail and Technology Australia. Data may only be reproduced with permission.

Notes:
Figures may not total exactly due to rounding.
Based on a non-extrapolated sample of Australian retailers:
2014–2015: 68 per cent (DVD) and 87 per cent (Blu-ray)
2013: 71 per cent (DVD and Blu-ray)
2012: 73 per cent (DVD) and 87 per cent (Blu-ray)
2010–2011: 71 per cent (DVD) and 86 per cent (Blu-ray)
2002–2009: around 85 per cent
1. Other includes titles classified as E and other ‘undefined’ collections.

Classification categories
G, PG and M are advisory categories; MA, R and X are legally restricted.
E Exempt from ratings
G General (suitable for all ages)
PG Parental Guidance (recommended for persons under 15 years)
M15+ Mature (recommended for mature audiences 15 years and over)
MA15+ Mature Accompanied (restrictions apply to persons under the age of 15)
R18+ Restricted (to adults 18 years and over)
X18+ Contains sexually explicit materials (restricted to adults 18 years and over.
Available only on video, and only in the ACT and Northern Territory)

 

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