DVD rental usage by people aged 60 and over is increasing / 30% of weekday morning users at SHIBUYA TSUTAYA in front of Shibuya Station are 60 years or older.

2012.09.14 Press Releases
Culture Convenience Club Co., Ltd. TSUTAYA Company

A survey of DVD rental usage trends at TSUTAYA and TSUTAYA BOOKS, which operate 1,475 stores nationwide, revealed that the number of DVD rental users aged 60 and over increased by more than 130% compared to the same period last month. Even at "SHIBUYA TSUTAYA" in front of the Hachiko Exit of Shibuya Station in Tokyo, an area strongly associated with young people nationwide, the number of users aged 60 and over has increased by more than 160% compared to the same period last year, significantly exceeding the national average. On weekday mornings, people aged 60 and over account for 30% of users, indicating a rapid expansion of the style of enjoying movies by renting DVDs among those aged 60 and over.

At TSUTAYA, we are working to help people aged 60 and over—the "movie generation" who spent their youth during the time when there were the most movie screens—enjoy movies even more. To achieve this, we have strengthened our selection of products in stores and launched the "TSUTAYA Hidden Gems" initiative, which revives "truly interesting movies" from among discontinued titles that have disappeared from stores. We are also strengthening our efforts to make our products, services, and prices easily accessible to people aged 60 and over.

In particular, for baby boomers, the "rental video" service, which has been around for over 30 years, is a completely new experience. To encourage them to try the style of "renting movies," we implemented a campaign from July 13th to August 12th, offering one free rental of older DVDs* every day for one month.

TSUTAYA will continue to position people aged 60 and over, primarily the baby boomer generation who spearheaded Japan's rapid economic growth, as "premier age"—adults who have experienced first-class culture and will create a new adult lifestyle. We will continue to provide sales floors and services that offer high-quality movies, music, books, and more to the premier age group.

*Works released more than one year ago are considered older titles.

Documents related to this matter

DVD rental usage by people aged 60 and over is increasing / 30% of weekday morning users at SHIBUYA TSUTAYA in front of Shibuya Station are 60 years or older.

Inquiries regarding this matter

Culture Convenience Club Co., Ltd.
Yasunori Takahashi, Public Relations Officer, TSUTAYA Co., Ltd.
TEL: 03-6800-4764