According to a study published by EEDAR called Destructing Downloadable Content 2011, 51% of HD console owners have purchased DLC in the last year.
In comparison, in 2010 this figure was 40% and in 2009 it was 34%, which shows a clear increase in the uptake of DLC by gamers, and means for the first time more than half of gamers are following up their game purchases by buying additional content.
The survey polled 3,500 correspondents from the US and Canada, and taking owners of multiple consoles and replaced consoles into account, estimates that over 20 million North America consumers have purchased DLC in the past 12 months.
This is a 43% increase on 2010’s estimate of 14 million North American DLC buyers. EEDAR predicts that DLC will generate over $875 million in North America this year.
This number is likely to rise above $1 billion in 2012 thanks to “proper release timing, broadband speeds and an increase in marketing.”
Of the 49% of people who do not purchase DLC, 47% claimed that their primary reason for not doing so were privacy concerns.
Low quality DLC, high prices, no return policies and the fact that there is already enough free DLC available were other prominent concerns for those opting to not purchase DLC.
EEDAR estimates that if publishers can convert the remaining 49% of gamers into “DLC purchasers” they will generate an additional $600 million in revenue per year in North America alone.
Half of console gamers buy DLC << Comments and views
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