Market Insight

Denmark physical numbers updated to reflect full year 2015

February 24, 2016  | Subscribers Only

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Full year 2015 DVD unit sales reached 4.6m units and Blu-ray Disc 0.86m.
Sales generated consumer spending of DKr 370m from DVD and DKr 85m from Blu-ray Disc, for a total of DKr 449m.
2014 figures have been restated; Full year 2014 sales of DVD now total DKr 473m and Blu-ray Disc DKr 96m.
Local music and video retailer Stereo Studio has entered bankruptcy after more than 40 years of trading.

IHS has updated Danish physical video year end 2015, and revised forecasts through to 2020 based on year end reports by local trade associations and feedback from industry sources. Full year 2014 figures have also been restated.

Year end 2015 reports demonstrate declines across the physical video sector. DVD shipments continue to decline strongly, down 20.5% to 4.6m compared to 2014 and consumer spending has also decreased by 21.8% to DKr 370.3m. The average DVD price to consumers also declined by 1.5% to DKr 80.07. Blu-ray Disc (BD) has experienced a degree of stabilisation, unit sales declined only 2.8% to 0.86m, though revenues declined at a higher rate, 11.4%, to DKr 85.1m. The average BD price also declined by 8.8% to DKr 98.6.

Full year 2014 figures have been restated following new information from local trade associations. Consumer spending on DVD has been increased in 2014 from DKr 425m to DKr 473m, while unit sales have been increased from 5.1m to 5.8m. BD’s consumer spend has been restated to DKr 96m from DKr 93.9m whilst the number of units sold has also been increased to 0.89m from 0.84m.

Our analysis

Stereo studio, a local music and video retailer, has entered bankruptcy after more than 40 years of trading music, video, and more recently, electronics and clothing. Founded in 1975, at the time of bankruptcy the chain had 14 stores in operation as well as e-commerce via a webstore. The closure of Stereo Store marks the third closure of such audio visual stores in the last two years; Moby disk closed mid-year in 2015 and TP music finally finished trading after declaring bankruptcy in 2012.

IHS forecasts further DVD consumer spending declines in 2016 of 24.8%, resulting in a decline in consumer spending to DKr 278.4m by the end of the year. DVD unit sales are also forecast to decline 23.9% to 3.5m units with a decline in average consumer price of 1.2% to DKr 79.1. By comparison, BD unit sales are far more stable and have declined only 3.4% since 2013. In 2016 IHS forecasts indicate a decline in BD unit sales of 4.9% with 2016 total units sold reaching 0.82m. Sales generated will total DKr 75.1m a decrease of 11.7% compared to 2015. However, store closures and increases in substitute viewing is expected to accelerate declines in the market. By 2018, BD unit sales are expected to total 0.664m, a decrease of 23% compared to 2015, while consumer spending will decline to DKr 56m, a decrease of 34.2% compared to 2015.


Research by Market
Media & Advertising
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