Amazon has registered its biggest-ever share of the entertainment market outside the Christmas period, with HMV also performing well.

Kantar Worldpanel data shows that in the 12 weeks to July 3, Amazon’s sales share rose 0.5 percentage points to 23%. One in every three shoppers in the market shopped with Amazon.

Meanwhile, HMV continued its strong performance, with a 16.3% share, up 2.3 percentage points from last year. It was unable, however, to sustain the 16.9% share it achieved in the last quarter.

Asda suffered the biggest fall of the main players, with market share down 3.3 percentage points to 5.9% – 700,000 fewer people bought from Asda’s entertainment category over the period.

Tesco’s market share also dropped, falling 0.5 percentage points to 15.2%.

Sainsbury’s was the best performer of the big four, with a 1.6 percentage point increase to 9.7%.

Entertainment market share

Retailer12 w/e 5 July 1512 w/e 3 July 16Percentage point change
Amazon 22.5 23 0.5
HMV 14 16.3 2.3
Tesco 15.7 15.2 -0.5
Sainsbury’s 8.1 9.7 1.6
GAME 8.9 9 0.1
Asda 9.2 5.9 -3.3
Argos 3.4 4 0.6
Morrisons 3.4 3.4 0
Zavvi 1.2 1.4 0.2
Other 13.7 12.1 -1.6

Online spending counted for over a third of sales, the highest since this quarter in 2015. Access to back catalogues means that online retailers can cater to sudden changes in demand, such as the soaring popularity of David Bowie and Prince, following the death of both artists earlier this year.

Despite those successes, no music titles featured in the top 30 entertainment products. Star Wars: The Force Awakens was the best seller across the entire market: 1.8 million physical copies of the movie were sold. In contrast to its overall performance, Tesco was the winner here, taking nearly one third of all spend. It has won nearly a 30% share on all new film releases over the past year.

The games market was also strong. Three titles made the top five products: Uncharted 4, Overwatch and Doom. However, digital games, excluding downloadable content, took a 36% share of the overall market.