HMV and Game are beginning to win share of the entertainment market back from the grocers, according to Kantar data.
Data from Kantar Worldpanel for the 12 weeks ending July 6 show HMV has increased its share of the entertainment market from 13.6% to 14.7% quarter-on-quarter.
Its market share marks a significant improvement on its record low of 10.7% following its administration last year.
Meanwhile, Game has grown its share of the gaming market leading to an overall increase in entertainment share of 1.1% year-on-year to 7.1%.
Fiona Keenan, strategic insight director at Kantar Worldpanel, said: “HMV appears to be making a comeback on the high street following a strong performance over the past quarter. Performing strongly in video and music, it is winning some shoppers back from the grocers as well as increasing spend from its current shoppers by £3 over the past 12 weeks alone.
“Both Amazon and Game – which collectively hold 52% of the market – are testament to growth through focusing on the lucrative games industry.”
Amazon remains the entertainment market leader with a 21.8% share and increased its market share by 3 percentage points year-on-year as it capitalised on the sustained success of the games market.
The grocers have remained strong in video and account for some 50% of video disc sales, but their overall performance has suffered as they lose shoppers to high street rivals and pure-play rivals.
All the big four supermarkets recorded a year-on-year decline in the entertainment market with almost one million fewer shoppers buying entertainment products from Tesco, Sainsbury’s, Asda, and Morrisons over the past 12 weeks.