Self-Distribution / Public Forums / Marketing / How much to price a DVD for private home viewing (v. 9/2008)
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| Posted: 29 Sep 2008 07:44 | ||
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Posts: 52 Join Date: Oct 2007 |
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(This is a post from my blog at www.diyflix.com)
An earlier blog touched upon this topic, but offered no pricing guidance. At the time I didn’t have enough data to offer a meaningful comparison on how our clients were pricing DVDs. Since that earlier post, we have added another hundred DVDs titles and have shipped a few thousand more orders, so the data presented below has more weight. However, it is far from conclusive, and we plan to update the data quarterly. I would caution new clients (or existing ones) not to change their original pricing plan solely from the information presented today. Of the 150+ films by current Neoflix clients, 90% offer a “private home use” version. We have excluded the DVDs (1) sold “on-demand” and (2) Amazon-specific priced DVDs, in order to remove low-volume products and double-counting the same DVD title sold at different prices to multiple channels. I also excluded films with special circumstances (such as shorts, or being sold on our European Union or United Kingdom transaction systems) that may skew the data. General Summary Sample size: 63 films Sales Period: Average 3 months units sold: 11,938 Median price: $22.95 (half of the DVDs in the sample are above this price, half are below. Regardless of duration) Average price: $22.55 Comparison by Pricing Under $10 Number of films in the group: 2 Units sold: 52 Equals 0.4% of total sales $10 - $14.99 Number of films in the group: 3 Units sold: 54 Equals 0.5% of total sales $15.00 - $19.99 Number of films in the group: 23 Units sold: 6604 Equals 55.3% of total sales $20 - $24.99 Number of films in the group: 24 Units sold: 3779 Equals 31.7% of total sales $25 - $29.99 Number of films in the group: 8 Units sold: 1289 Equals 10.8% of total sales $30-$39.99 Number of films in the group: 3 Units sold: 160 Equals 1.3% of total sales No private use home editions were were priced over $40. Comparison by Film Duration (Note: Under 30 minutes Not included.) 30-39 minutes Number of films in the group: 4 Low Price: $9.95 High Price: $24.95 Average price: $21.20 Equals 0.3% of total sales 40-49 minutes Number of films in the group: 2 Low Price: $19.95 High Price: $19.95 Average price: $19.95 Equals 0.8% of total sales 50-59 minutes Number of films in the group: 2 Low Price: $19.99 High Price: $27.95 Average price: $23.97 Equals 1.6% of total sales 60-69 minutes Number of films in the group: 5 Low Price: $14.95 High Price: $30.00 Average price: $20.98 Equals 0.4% of total sales 70-79 minutes Number of films in the group: 8 Low Price: $19.95 High Price: $26.95 Average price: $22.97 Equals 9.0% of total sales 80-89 minutes Number of films in the group: 16 Low Price: $12.99 High Price: $29.99 Average price: $22.77 Equals 23.9% of total sales 90-99 minutes Number of films in the group: 13 Low Price: $9.99 High Price: $39.95 Average price: $21.05 Equals 41.2% of total sales 100-109 minutes Number of films in the group: 9 Low Price: $19.95 High Price: $29.99 Average price: $24.98 Equals 14.9% of total sales 110-120 minutes Number of films in the group: 0 Low Price: N/A High Price: N/A Average price: N/A Equals N/A% of total sales 120-179 minutes Number of films in the group: 1 Low Price: $24.98 High Price: $24.98 Equals 5.1% of total sales 180-210 minutes Number of films in the group: 3 Low Price: $29.95 High Price: $34.98 Average price: $31.46 Equals 2.8% of total sales There were no films in the sample over 210 minutes |
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