Blu-ray Disc and digital copy look to be a winning combination, with consumers accessing digital copy from recent Blu-ray releases at twice the rate as from standard DVD.
According to Warner Home Video research, consumer use of digital copies on high-definition titles is double the uptake of digital copy on standard-def versions. The uptake rate (the percentage of buyers who access the included copy) also is measurably growing among Blu-ray consumers with successive Warner releases.
"The average take rate over the one month to eight month lifespan of BD titles prior to [Dec. 9] release The Dark Knight hasn't exceeded 8%," said Dorinda Marticorena, Warner senior VP of worldwide marketing and high-def. "But on day one, The Dark Knight hit above 10%. On this title, the consumer is clearly saying that the value is here, and I'm taking advantage of it."