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Video product: Retail value: Value by classification

Retail value of video product (DVD and VHS) by classification as a percentage of total movie sales, 2002–2007

The proportion of value achieved by M15+ rated movies on DVD was 39.4 per cent in 2007, with PG ranked second at 22.8 per cent.

This data applies to retail product only, whereas ‘number by classification’ data from the Classification Board and Classification Review Board (formerly the Office of Film and Literature Classification) covers all titles submitted for classification.

Due to the falling demand for VHS titles (less than 1 per cent of total units sold in 2007), the VHS table below will no longer be updated.

Share of DVD sales by classification, 2002–2007

Next update March 2009

DVD sold (% of total value)
	Other¹	G	PG	M15+	MA15+	R18+
2002	0.8%	15.7%	23.5%	40.9%	14.8%	4.2%
2003	3.0%	17.9%	21.0%	41.9%	12.4%	3.8%
2004	0.5%	18.1%	24.0%	34.7%	19.0%	3.7%
2005	1.1%	14.6%	26.1%	33.2%	20.8%	4.2%
2006	1.8%	17.2%	25.1%	36.7%	15.5%	4.4%
2007	1.3%	14.3%	22.8%	39.4%	18.0%	4.2%

VHS sold (% of total value)
	Other¹	G	PG	M15+	MA15+	R18+
2002	0.5%	49.0%	25.0%	20.9%	3.3%	1.3%
2003	2.2%	53.4%	20.3%	19.1%	4.3%	0.8%
2004	<0.1%	13.7%	19.0%	40.3%	19.2%	7.8%
2005	<0.1%	37.5%	26.5%	18.4%	17.2%	0.4%
2006	0.4%	25.4%	23.4%	28.0%	21.4%	1.4%

Source: GfK Marketing Services.

Notes:
1. Other includes titles classified as E and other ‘undefined’ collections.

Classification categories:

G, PG and M are advisory categories; MA, R and X are legally restricted.
E	Exempt from ratings
G	General (suitable for all ages)
PG	Parental Guidance (recommended for persons under 15 years)
M15+	Mature (recommended for mature audiences 15 years and over)
MA15+	Mature Accompanied (restrictions apply to persons under the age of 15)
R18+	Restricted (to adults 18 years and over)
X18+	Contains sexually explicit materials (restricted to adults 18 years and over. Available only on video, and only in the ACT and Northern Territory)