3 million DVD players to leave stores this year
UNITED STATES — More than 3 million DVD players will be sold in 1999, Toshiba marketing vice president Steve Nickerson sadi in an industry address, thanks to the release of new and cheaper models, the support provided by video rental stores and numerous promotions.
In the first 15 weeks of this year, DVD shipments to dealers were up 300 percent over the same period last year. If the present pace of sales continue, the final figure for 1999 could be between 3 million and 3.3 million players. If the growth rate dips to 250 percent, an average of 2.9 million players will be sold. This still far surpasses CEMA's original forecasts of more than 1 million units, based on last year's Christmas sales. In 1998, industry sales of DVD players averaged a 200 percent growth over 1997.
The key contributors to the rise in sales include free-disc promotions with the purchase of Panasonic, Philips, Sony and Toshiba players, the availability of new DVD models that enhance the CD-audio playback capabilities of the format and the imminent arrival of the first players priced under $200 from some second and third-tier brands. Widespread support of the format from video rental stores has also helped sales.
Similarly, Nickerson forecasts HDTV and HDTV-ready sets selling more than the 120,000-unit forecast issued by CEMA.
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