May 21, 2022

U.S.: Consumer Rentals of DVD and Blu-ray Disc Formats Fell by 11% in 2011

What is the future of library video rental programs? Is there still a need? Popular titles? Foreign films? Independents?

From The NPD Group:

According to The NPD Group, U.S. consumer rental of movies in DVD and Blu-ray Disc formats fell by 11 percent in 2011, versus the prior year, and the landscape of retailers has shifted dramatically. The leader in physical-disc rentals was Redbox, whose unit volume increased by 29 percent year over year; as a result, Redbox’s share of DVD and Blu-ray movie rentals rose from 25 percent in 2010 to 37 percent in 2011.


According to NPD’s VideoWatch Digital tracking service, nearly one in three paid movie rentals (31 percent) now come from paid video-on-demand (VOD) options. Netflix is the dominant provider of paid digital movie rentals, posting a 55 percent share in the fourth quarter of 2011, though Netflix’s share is down somewhat from the company’s peak of 59 percent in Q2 and Q3 2011.

About Gary Price

Gary Price ( is a librarian, writer, consultant, and frequent conference speaker based in the Washington D.C. metro area. Before launching INFOdocket, Price and Shirl Kennedy were the founders and senior editors at ResourceShelf and DocuTicker for 10 years. From 2006-2009 he was Director of Online Information Services at, and is currently a contributing editor at Search Engine Land.