According to a survey conducted by Japan Video Software Association, very small number of consumers support the DVD and Blu-ray market in Japan. 4.1% of the consumers spent >30,000 yen ($370) on DVD and Blu-ray software in 2010 and their consumption made up 67.4% of the whole disc media sales. Within the Blu-ray market, the tendency gets even stronger: 80.9% of the Blu-rays were purchased by 2.2% heavy users, who spend >30,000 yen on Blu-ray softwares a year. The biased distribution of consumers reflected the fact that anime videos account for 63.2% of the Blu-ray market in Japan.
In 2010, the percentage of DVD & Blu-ray buyers was 21.2%, down 10% from the previous year. However, the average expenditure on DVD & Blu-ray has increased by 30%: $289 in 2010 and $221 in 2009. These data show that the disc software market has been losing general customers and the heavy users have been getting even "heavier".