DVD's growing share of rentals: Rentals in fashion at Wherehouse

Abstract

Research from one major studio supports Wherehouse's belief that the newest DVD households will likely buy fewer discs than earlier adopters. According to executives who requested anonymity, the studio predicts that mainstream consumers (those who got into DVD after the first 10 million players were sold) will buy six to 10 DVDs this year, compared with the 20 to 30 discs purchased this year by the first 10 million DVD adopters. Overall, the average purchase is expected to be 14 DVDs per household.