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Superfans account for 72% of UK vinyl market says ERA


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The UK’s Entertainment Retailers Association (ERA) has put out some data on the importance of ‘superfans’.

By its definition, those are people who spend more than £400 a year on their favourite entertainment format, be it vinyl LPs, blu-ray films and TV shows, console games, CDs or DVDs.

According to ERA’s latest quarterly tracking study, in the UK there are 157,000 such superfans for vinyl LPs alone, spending £62.9m a year. That’s 72% of overall spending on the format. Compare that to CDs, where there are 292,000 superfans spending more than £400 a year on the format still, but who only account for 32% of overall CD sales.

“Music, video and games may reach virtually the entire population, but it is these £400-a-year Superfans who are the backbone of the market,” said ERA’s CEO Kim Bayley.

Blu-ray is the only non-music format that comes close to vinyl in terms of the ‘superfan percentage of market’ stat: 61% of blu-ray sales come from the 247,000 Brits who spend more than £400 a year on the hi-res physical video format.

Stuart Dredge

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