The British Video Association has published figures showing an increase in the sales of children’s films on Blu-ray and DVD. The study attributes the increase to dads caving more easily to “pester power”.

July 26, 2010 — A study published last Friday by the British Video Association (BVA) has revealed a 34% increase in revenue from impulse purchases of children’s Blu-ray and DVD titles by fathers. The study examines a number of possible causes for this increase.

One such cause is what they see as an increase in hands-on parenting, whereby fathers are increasingly likely to take their young children out shopping. Once there, the children pester the father into buying them the latest releases, either throughout the shopping trip or as they reach the checkout in entertainment stores.

Fathers may also be responding to the increasing number of older films available on Blu-ray and DVD and encouraging their children to enjoy the classic films they watched in their own youth. The study also found that the value of the children’s market as a whole now accounts for 11% of the Blu-ray and DVD market, compared to just 7% last year.