Remember going over to a friend’s for a lan? If you weren’t a kid in the 90s then probably not, but while copyright holders were busy making those “you wouldn’t steel a hand bag” warnings, the reality of how we entertain changed and they missed it. Apple did not. But because of access issues their video streaming services didn’t really make it across the US border for a while. Amazon prime and Watchever have finally filled the gap, offering a legal option for the streaming which digital natives have been doing for years. However, despite their moves towards combining content and service, it seems that even e-commerce enterprises such as Amazon are still planning on bridging the gap for a while longer. Recent pressure tactics in their battle of the giants with Disney sees Amazon putting a lot of energy into securing a price advantage on DVDs.
DVDs are different from books, they carry no social standing to be measured in inches per shelf, so why bother muscling your way into an industry destined for extinction? If they can get the price down to under 15$ per DVD, this will keep DVDs in the running while we transfer to digital, which isn’t a bad tactic as the transition to online entertainment has taken longer than it had to.