Kantar Worldpanel
Audio-visual entertainment market data

Data: 52 weeks ending March 28, 2010 vs 2009.

Expenditure £4.4bn -15.4%
Number of units 425m -9.2%
Average selling price £10.35 -6.8%

Audio Visual Entertainment Market

  • Overall the games market continues to decline in value by  24.5% over the past 52 weeks. This decline could be driven by the large decrease in value shares seen in the 45-54 age bracket which now stands at just 6%.

  • Overall the 25-34 and 35-44 age brackets still dominate the market place with 28.6% and 28.8% respectively.

  • Computer games remain the strongest purchase within personal use with 41.4% followed by gifting with 34.6%. This gifting figure is driven mainly by females as they have 58.3% gifting share of the market place. Dads continue to have an overall majority share of the games market with 55.2% compared to mums with 44.8%. 

  • The total video market continues to decline in value by 9.9% YOY.

  • The average price of a DVD also continues to decline, now at £7.82 compared to the March 2009 figure of £8.56. This continuing price drop could suggest why impulse is on the increase YOY now at 46.4% value share.

  • DVDs are bought the most for personal use with 40.2% value share however purchases for family use continues to be on the rise now at 28.3% over the last 52 weeks.

  • The 35-44  age bracket holds the most value share of the market with 27.2%. The 20-24 age bracket has decreased in share to 9.9% over the last 52 weeks.

Computer Games

Winners: Game interactive books, Game First Person Shooter, Game Platform
Losers: Game War/Strategy, Game Golf, Game Car/vehicle Racing

DVD & Blu-ray

Winners: Film Sci-Fi, Film War, Film Documentary
Losers: Film Musical, Film Sport Fitness, Film Action Adventure


Winners: Pop rock n roll, Urban Hip-Hop/Rap, Soul
Losers: Newage, Urban Drum & Base, Rock Contemporary

Kantar Worldpanel Entertainment measures the purchasing habits of 15,000 demographically representative British households