Study: More Households Own DVD Players Than VCRs Dec 20, 2006

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Nielsen Media Research released findings today from its Third Quarter Home Technology Report, which show that more U.S. households now own DVD players (81.2 percent of all households) than VCRs (79.2 percent of households). Findings from this quarterly study also show ownership of most media technology trending up from previous years, which could continue to climb during the holiday season.

As of third quarter 2006, DVD penetration in the U.S. is up 6 percent from the previous year and continues to grow, while VCR penetration has started a decline. In 1999 when Nielsen first started tracking DVD ownership in its Home Tech Report, DVD penetration was only 6.7 percent and was dwarfed by VCR ownership at 88.6 percent.

Nielsen's latest report also found that DVD households now rent DVDs about twice per month, compared to VCR homes renting VHS tapes only about once per month. The frequency with which households rent videotapes has leveled off during the past six months.

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