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  Digital Retail , OTT

28 weeks later: Retail price decay begins

Analysis of HD digital retail pricing for a range of Hollywood major movie releases reveals that pricing decay begins to occur 28 weeks following the debut of the titles on digital retail platforms. Benchmarking 87 titles made available via digital retail services in the USA indicates that prior to 28 weeks post-launch, HD pricepoints fluctuate as temporary offers and promotions are applied, but overall pricing remains stable. However, following the end of the 28th week, average pricepoints decline sharply as titles begin to make their transition into library pricing structures.