Blu-ray Disc Updated Hardware/Software Numbers

April 29, 2011

As odds makers and analysts continue to handicap potential winners and losers in the home entertainment industry, consider this: the Blu-ray Disc, riding the growth in Blu-ray hardware and new content, continues to demonstrate strong momentum into 2011. There's quite a bit of new data, consolidated here, that we believe is important to keep top of mind as you map future coverage. Consider: · According to IHS Screen Digest, household penetration of dedicated Blu-ray set-top players nearly doubled as compared to the first quarter of 2010. Similarly, software unit sales in Q1 2011 increased by over 26% from last year's first quarter according to IHS Screen Digest’s analysis of Nielsen VideoScan data. · FutureSource forecasts wider Blu-ray Disc sales growth in 2011 on the strength of hardware penetration - estimating nearly 50 million Blu-ray playback devices in U.S. homes by year's end with Blu-ray Disc sales exceeding 120 million units, up from 85 million sold in 2010. · The NPD Group reported April 18 that consumers are spending more on the purchase and rental of Blu-ray Disc and DVD packaged media -- more than all digital options combined -- with 78% of their home video budgets spent on BD and DVD, and the remaining 22% on subscription services such as Netflix and other download and streaming options. · IHS Screen Digest estimates that consumer spending on 3D Blu-ray Discs (BD3D) in the U.S., United Kingdom, Germany and France will grow 533% in 2011, as compared to 2010. · Comparing the first nine months of 3D TV sales to the first full year of HDTV sales, HIS Screen Digest noted that 3D TV adoption is outpacing HDTV adoption by 50 percent. · FutureSource projects that by 2015, 3D TVs will be in more than 60% of US households and 3D Blu-ray players will be in more than 75% of US households. Numbers at a Glance Hardware Source 93% increase in number of households with BD set-top play at end of Q1 2011 as compared to end of Q1 2010 IHS Screen Digest Nearly 50 million playback devices in US homes by end of 2011 FutureSource Software 26.5% increase in Q1 software unit sales as compared to Q1 2010 IHS Screen Digest Software sales projected to reach 120 million in 2011 as compared to 85 million sold in 2010 FutureSource 3D Combined 533% increase in 3D spending in US, UK Germany & France for 2011 IHS Screen Digest Nine month adoption rate of 3D TV outpacing first year HDTV adoption by 50% IHS Screen Digest More than 60% of US households projected to have 3D TV by 2015 FutureSource More than 75% of US households projected to have 3D Blu-ray player by 2015 FutureSource Packaged media versus Streaming/VOD 78% of home video budgets spent on Blu-ray & DVD versus 22% on streaming/subscription services The NPD Group 77% of consumers watched a movie on DVD/BD (in the past 3 months) The NPD Group 68% of consumers watched a movie on TV/cable (in the past 3 months) The NPD Group 49% of consumers watched a movie in the theater (in the past 3 months) The NPD Group 21% of consumers watched a movie on VOD through their TV (in the past 3 months) The NPD Group These are just some of the indicators that point toward another strong year of growth for the Blu-ray Disc. If you would like to speak with a representative from the Blu-ray Disc Association, or would like additional information on the reports and data cited herein, please contact Heather Schroeder at 713 299 1312. hschroeder@corporateadvocates.net

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