Screen Digest followed average US prices for entertainment products from 2000 to 2005 to determine price patterns. According to Screen Digest, while rental DVDs, rental VHS tapes, retail DVDs, retail VHS tapes and Sony Playstation have gone down in price, movie tickets, game software and pay-per-view TV subscriptions increased in price.
DVD prices fell by 31% in the US between 2000 and 2004, from $22 to $15, declining slightly less in the UK from 16 UK pounds in 2000 to 12 pounds in 2004 (24%). Meanwhile, despite having hit new industry lows, average retail VHS prices continue to decline as the format becomes obsolete, falling 14% in the US and 18% in the UK between 2000 and 2004. The video industry is now hoping that it can pull the same trick as the games business and raise average prices on the back of a new format launch.