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Australian content on Video

Australian share of top 1,000 retail video titles (DVD, Blu-ray and VHS), ranked by sales value, 2004–2009


Australian-produced titles accounted for 7.6 per cent, or $47 million, of the retail value of the top 1,000 titles sold on DVD and Blu-ray during 2009 (ranked by value rather than unit sales).1 This is the second consecutive fall, down from 7.9 per cent the previous year ($49.5 million). However, the number of Australian titles within the top 1,000 and their share of units sold both rose from 2008, marking the first rise in titles over the last five years, up slightly from 65 to 68.

In 2009, the highest-selling title in terms of sales value was again an Australian production. The feature film Australia topped the list in 2009, replacing the TV drama Underbelly: Series 1 from 2008. Despite this, Underbelly: Series 1 remains the highest cumulative selling Australian video of any program type from 2004 to 2009, followed by Australia, Happy Feet, Summer Heights High and Underbelly: Series 2: A Tale of Two Cities. (In terms of unit sales, Australia was also top of the list: see Video: Top-selling retail video titles each year since 1998 .)

TV drama was again the top-earning program type for Australian titles in the top 1,000, with $20 million in sales – down from $32 million the previous year but above the six-year average of $18.2 million. Foreign movies still dominated video sales overall.

Graph: Australian share of top 1,000 retail video titles, 2004-2009. Detailed data is provided by year in the following tables.

2009

Program type Top 1,000 video sales of all program types
Titles2 (no.) Units3 (no.) Retail value3 ($)
All Aust. % Aust. All Aust. % Aust. All Aust. % Aust.
All program types 1,000 68 6.8% 26,481,264 1,748,469 6.6% $618,332,803 $47,003,508 7.6%
Movie 527 19 3.6% 18,111,865 766,505 4.2% $351,313,218 $14,805,094 4.2%
TV drama4 359 25 7.0% 5,759,665 412,198 7.2% $210,500,220 $20,012,076 9.5%
Documentary 37 4 10.8% 543,386 47,768 8.8% $17,137,449 $1,418,860 8.3%
Light ent. 5 3 60.0% 144,206 111,729 77.5% $3,446,327 $2,592,071 75.2%
Children’s 5 47 13 27.7% 970,404 323,642 33.4% $17,176,385 $5,063,309 29.5%
Music6 22 2 9.1% 920,459 64,569 7.0% $17,605,390 $2,248,276 12.8%
Sport 3 2 66.7% 31,279 22,058 70.5% $1,153,813 $863,823 74.9%

Retail value of Australian titles on video, by program type, 2009

Graph: Retail value of Australian titles on video, by program type, 2009. The prior table provides the data.

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

Notes:
Australian titles are those under Australian creative control, including domestic productions, official co-productions and other productions involving shared creative control, i.e. with a mix of Australians in key creative positions.
1. Based on a non-extrapolated sample of DVD and Blu-ray sales from approximately 85 per cent of Australian retailers: see About the data Archived: Australian content: Video sales.
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 excluding children’s programming. It does not include documentary and light entertainment TV shows.
5. Includes P and C drama classification programs.
6. The origin for titles in the music genre has been sourced from Australian Recording Industry Association (ARIA).

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2008

Program type Top 1,000 video sales of all program types
Titles2 (no.) Units3 (no.) Retail value3 ($)
All Aust. % Aust. All Aust. % Aust. All Aust. % Aust.
All program types 1,000 65 6.5% 27,470,359 1,679,687 6.1% $627,641,569 $49,512,194 7.9%
Movie 508 15 3.0% 19,094,764 455,832 2.4% $337,029,813 $6,242,883 1.9%
TV drama4 370 24 6.5% 5,890,518 650,423 11.0% $233,110,916 $31,937,523 13.7%
Documentary 45 3 6.7% 663,072 45,282 6.8% $20,250,792 $960,480 4.7%
Light ent. 6 3 50.0% 121,457 47,718 39.3% $2,693,852 $1,126,584 41.8%
Children’s 5 30 14 46.7% 807,167 399,122 49.4% $12,399,258 $6,344,861 51.2%
Music6 34 3 8.8% 827,615 51,525 6.2% $19,404,261 $1,628,560 8.4%
Sport 7 3 42.9% 65,766 29,785 45.3% $2,752,676 $1,271,304 46.2%

Retail value of Australian titles on video, by program type, 2008

Graph: Retail value of Australian titles on video, by program type, 2008. The prior table provides the data.

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

Notes:
Australian titles are those under Australian creative control, including domestic productions, official co-productions and other productions involving shared creative control, i.e. with a mix of Australians in key creative positions.
1. Based on a non-extrapolated sample of DVD and Blu-ray sales from approximately 85 per cent of Australian retailers: see About the data Archived: Australian content: Video sales.
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 excluding children’s programming. It does not include documentary and light entertainment TV shows.
5. Includes P and C drama classification programs.
6. The origin for titles in the music genre has been sourced from Australian Recording Industry Association (ARIA).

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2007

Program type Top 1,000 video sales of all program types
Titles2 (no.) Units3 (no.) Retail value3 ($)
All Aust. % Aust. All Aust. % Aust. All Aust. % Aust.
All program types 1,000 77 7.7% 27,634,352 2,094,470 7.6% $609,799,869 $51,997,270 8.5%
Movie 571 21 3.8% 19,503,457 805,582 4.0% $354,532,421 $14,903,595 4.2%
TV drama4 317 22 7.0% 4,651,757 537,050 11.6% $195,595,769 $18,527,455 9.5%
Documentary 31 6 19.4% 527,641 90,992 17.3% $16,344,325 $2,717,214 16.6%
Light ent. 14 5 35.7% 501,398 118,041 23.5% $7,791,359 $3,056,100 39.2%
Children’s 5 23 13 56.5% 567,106 348,504 61.5% $9,292,297 $5,959,832 64.1%
Music6 40 7 17.5% 1,024,826 143,524 14.0% $23,821,590 $4,965,340 20.8%
Sport 4 3 75.0% 52,585 50,777 96.6% $2,422,108 $1,867,735 77.1%

Retail value of Australian titles on video, by program type, 2007

Graph: Retail value of Australian titles on video, by program type, 2007. The prior table provides the data.

Source: Australian Film Commission (AFC) analysis of GfK Retail and Technology Australia data.

Notes:
Australian titles are those under Australian creative control, including domestic productions, official co-productions and other productions involving shared creative control, i.e. with a mix of Australians in key creative positions.
1. Based on a non-extrapolated sample of DVD and VHS sales from approximately 85 per cent of Australian retailers: see About the data Archived: Australian content: Video sales.
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 excluding children’s programming. It does not include documentary and light entertainment TV shows.
5. Includes P and C drama classification programs.
6. The origin for titles in the music genre has been sourced from Australian Recording Industry Association (ARIA).

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2006

Program type Top 1,000 video sales of all program types
Titles2 (no.) Units3 (no.) Retail value3 ($)
All Aust. % Aust. All Aust. % Aust. All Aust. % Aust.
All program types 1,000 89 8.9% 23,780,037 1,549,132 6.5% $562,339,453 $40,250,491 7.1%
Movie 566 15 2.7% 16,638,994 436,955 2.6% $334,284,491 $9,274,166 2.8%
TV drama4 314 29 9.2% 4,057,192 282,384 7.0% $175,634,651 $13,015,796 7.4%
Documentary 15 3 20.0% 231,833 34,676 15.0% $6,962,174 $742,012 10.7%
Light ent. 31 15 48.4% 1,450,608 291,919 20.1% $15,859,500 $7,168,142 45.2%
Children’s 5 26 16 61.5% 512,975 313,484 61.1% $8,261,029 $5,281,460 63.9%
Music6 44 10 22.7% 839,802 172,393 20.5% $19,714,979 $4,272,670 21.7%
Sport 4 1 25.0% 48,633 17,321 35.6% $1,622,627 $496,244 30.6%

Retail value of Australian titles on video, by program type, 2006

Graph: Retail value of Australian titles on video, by program type, 2006. The prior table provides the data.

Source: Australian Film Commission (AFC) analysis of GfK Retail and Technology Australia data.

Notes:
Australian titles are those under Australian creative control, including domestic productions, official co-productions and other productions involving shared creative control, i.e. with a mix of Australians in key creative positions.
Data from 2006 was adjusted in 2007 to reflect the reclassification of Thank God You’re Here from light adult entertainment to TV drama.
1. Based on a non-extrapolated sample of DVD and VHS sales from approximately 85 per cent of Australian retailers: see About the data Archived: Australian content: Video sales.
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 excluding children’s programming. It does not include documentary and light entertainment TV shows.
5. Includes P and C drama classification programs.
6. The origin for titles in the music genre has been sourced from Australian Recording Industry Association (ARIA).

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2005

Program type Top 1,000 video sales of all program types
Titles2 (no.) Units3 (no.) Retail value3 ($)
All Aust. % Aust. All Aust. % Aust. All Aust. % Aust.
All program types 1,000 96 9.6% 22,069,093 1,697,865 7.7% $557,928,172 $44,682,689 8.0%
Movie 597 20 3.4% 16,510,308 415,235 2.5% $339,542,160 $7,072,338 2.1%
TV drama4 263 24 9.1% 3,304,649 286,085 8.7% $159,536,815 $14,074,820 8.8%
Documentary 14 2 14.3% 111,518 21,666 19.43% $4,921,518 $738,410 15.0%
Light ent. 21 10 47.6% 445,463 227,008 51.0% $10,583,977 $5,756,713 54.4%
Children’s 5 29 21 72.4% 509,244 392,055 77.0% $9,997,147 $7,070,200 70.7%
Music6 68 16 28.9% 1,126,556 321,245 28.5% $30,972,267 $8,950,465 28.9%
Sport 8 3 37.5% 61,355 34,571 56.4% $2,374,289 $1,019,744 43.0%

Retail value of Australian titles on video, by program type, 2005

Graph: Retail value of Australian titles on video, by program type, 2005. The prior table provides the data.

Source: Australian Film Commission (AFC) analysis of GfK Retail and Technology Australia data.

Notes:
Australian titles are those under Australian creative control, including domestic productions, official co-productions and other productions involving shared creative control, i.e. with a mix of Australians in key creative positions.
1. Based on a non-extrapolated sample of DVD and VHS sales from approximately 85 per cent of Australian retailers: see About the data Archived: Australian content: Video sales.
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 excluding children’s programming. It does not include documentary and light entertainment TV shows.
5. Includes P and C drama classification programs.
6. The origin for titles in the music genre has been sourced from Australian Recording Industry Association (ARIA).

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2004

Program type Top 1,000 video sales of all program types
Titles2 (no.) Units3 (no.) Retail value3 ($)
All Aust. % Aust. All Aust. % Aust. All Aust. % Aust.
All program types 1,000 111 11.1% 23,267,345 2,077,043 8.9% $621,794,608 $53,327,704 8.6%
Movie 631 28 4.4% 18,309,898 635,975 3.5% $437,394,930 $13,006,632 3.0%
TV drama4 193 16 8.3% 2,190,164 238,494 10.9% $112,051,271 $11,695,827 10.4%
Documentary 14 3 21.4% 149,563 35,255 23.6% $5,447,443 $1,182,430 21.7%
Light ent. 25 17 68.0% 483,767 372,929 77.1% $13,700,611 $10,404,190 75.9%
Children’s 5 35 26 74.3% 610,031 465,833 76.4% $12,266,213 $8,449,885 68.9%
Music6 97 19 19.6% 1,484,777 313,544 21.1% $39,479,387 $8,162,281 20.7%
Sport 5 2 40.0% 39,145 15,013 38.4% $1,454,753 $426,460 29.3%

Retail value of Australian titles on video by program type, 2004

Graph: Retail value of Australian titles on video, by program type, 2004. The prior table provides the data.

Source: Australian Film Commission (AFC) analysis of GfK Retail and Technology Australia data.

Notes:
Australian titles are those under Australian creative control, including domestic productions, official co-productions and other productions involving shared creative control, i.e. with a mix of Australians in key creative positions.
1. Based on a non-extrapolated sample of DVD and VHS sales from approximately 85 per cent of Australian retailers: see About the data Archived: .
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 excluding children’s programming. It does not include documentary and light entertainment TV shows.
5. Includes P and C drama classification programs.
6. The origin for titles in the music genre has been sourced from Australian Recording Industry Association (ARIA).

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