IN the archive Video and online markets Average wholesale price per unit of video product sold to retail (sell-through) and rental outlets, 1990–2008 Prior to the growth of DVD retail that began in the late 1990s, the majority of revenue for video product came from the rental market. So as to remain competitive with lower over-the-counter prices of retail video titles, the average wholesale price of titles sold to rental outlest has fallen significantly since 1990. (See Retail sales: Movies by classification.) In 2008, the average wholesale price of retail and rental DVDs remained comparatively steady when compared to the average price of other formats. The retail and rental prices of other formats rose for the second year, up by 31 per cent and 37 per cent respectively. This reflects the growing popularity of the more expensive Blu-ray format. DVD ($) Other formats1 ($) Retail outlets Rental outlets Retail outlets Rental outlets % change 2007–2008 -6% 5% 31% 37% 1990 14.26 80.17 1991 13.91 82.33 1992 12.77 80.32 1993 14.49 76.55 1994 16.41 75.11 1995 17.56 71.64 1996 16.57 73.83 1997 16.50 72.05 1998 15.28 64.53 1999 n.a. n.a. 14.56 57.51 2000 n.a. n.a. 14.86 50.58 20012 22.18 26.89 13.73 41.11 2002 21.07 27.41 13.60 38.27 2003 19.82 26.25 11.62 31.71 2004 17.47 21.99 11.99 28.04 2005 15.57 21.18 9.68 20.18 2006 15.63 18.16 10.07 13.89 2007 13.76 16.04 24.02 16.49 2008 12.92 16.82 31.52 22.60 Source: Australian Visual Software Distributors Association (AVSDA), compiled by Screen Australia. Notes: 1. From 1990 to 2005, this category comprised only the VHS format. In 2006, it was expanded to include the emerging digital formats UMD, Blu-ray and HD Combined. 2. Breakdown of DVD sales to retail and rental outlets did not become available until 2001.