A Return on DVD Rentals
Monday, July 2nd, 2007
By George Leong, B.Comm. for Profit Confidential
The outlook is looking better for video rental company Blockbuster, Inc. (NASDAQ/BBI) as it battles a rising trend in online rentals, specifically from market leader Netflix, Inc. (NASDAQ/NFLX). Blockbuster, the country’s number-one renter of movies, has focused more on the online DVD business. At this time, Blockbuster has over three million customers, versus 6.8 million for Netflix.
In a move last week to shift capital to its online rental business, Blockbuster announced it would shut down 282 underperforming and marginal stores in the U.S. in an effort to improve operating margins and expand its domestic share. This follows the closing of 290 U.S. stores in 2006.
The reality is that the trend of online video rentals and video-on- demand is on the rise, while rentals at brick-and-mortar outlets are on the decline. According to research by “Screen Digest,” estimates call for the online DVD rental market in the U.S. to rise to 25% of all video rentals by 2009.
We like Blockbuster’s decision to target its online business. Its ability to grow its subscriber base in what has essentially been a game of pick-up has been encouraging. The company has the benefit of a physical presence, which helps to attract customers and allows for more flexibility for online renters. In addition, the company has an innovative strategy called “Total Access,” which allows online renters to drop off DVDs at a store versus Netflix, where it needs to be mailed back. This would allow renters a quicker turnaround to rent DVDs.
So now, after a poor initial decision not to focus on the online DVD renter business, Blockbuster has finally realized its significance and is doing well to battle Netflix for market share.
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George is a Senior Editor at Lombardi Financial, and has been involved in analyzing the stock markets for two decades where he employs both fundamental and technical analysis. His overall market timing and trading knowledge is extensive in the areas of small-cap research and option trading. George is the editor of several of Lombardi’s popular financial newsletters, including The China Letter, Special Situations, and Obscene Profits, among others. His trading advice on stocks and options is also found on his daily trading site, Daily Profits. He has written technical and fundamental columns for numerous stock market news web sites, and he is the author of Quick Wealth Options Strategy and Mastering 7 Proven Options Strategies. Prior to starting with Lombardi Financial, George was employed as a financial analyst with Globe Information Services.



