Market Sizing (TAM/SAM/SOM)
for Renting of video tapes and disks (ISIC 7722)
Market Sizing is highly relevant (score 8) because it provides critical quantitative validation of the severe market contraction and obsolescence faced by the industry. It's essential for a realistic assessment of current business viability and for justifying strategic decisions like closure,...
Why This Strategy Applies
Estimating the Total Addressable, Serviceable Addressable, and Serviceable Obtainable Market to frame ambition.
GTIAS pillars this strategy draws on — and this industry's average score per pillar
These pillar scores reflect Renting of video tapes and disks's structural characteristics. Higher scores indicate greater complexity or risk — see the full scorecard for all 81 attributes.
Market Sizing (TAM/SAM/SOM) applied to this industry
The Market Sizing framework for 'Renting of video tapes and disks' unequivocally demonstrates a complete market collapse, validating the urgent necessity for a strategic exit or radical pivot. Continued operation in the physical rental space is financially untenable, given the near-total erosion of the TAM by digital streaming and the resulting hyper-competitive, non-viable SAM.
Digital Dominance Decimated TAM, Validating Irreversible Decline
The Total Addressable Market (TAM) for physical video rentals has been decimated, declining over 90% as digital streaming services (e.g., Netflix, Disney+) achieved near-universal penetration. This isn't just a decline but a complete market obsolescence (MD01: 4/5), where consumer value perception has fundamentally shifted away from physical media (MD03).
Immediately cease any strategic initiatives aimed at 'recovering' market share within the traditional physical rental model, and instead focus on asset liquidation for any inventory not repurposed for niche collection sales.
Niche SAM Unprofitable Amidst Streaming Saturation
The Serviceable Available Market (SAM) is now reduced to a minuscule segment of enthusiasts or those in digital 'blind spots,' representing an untenable niche. This micro-segment offers negligible pricing power due to readily available, cheaper digital alternatives, rendering profitability impossible under traditional operating costs (MD03).
Exit traditional physical rental operations by Q4 2024 to avoid further capital erosion, reallocating resources towards identifying non-rental business models that leverage existing physical assets or customer data.
Micro-SOM Ensures Fierce, Unsustainable Competition
The Serviceable Obtainable Market (SOM) for any individual player is critically small, ensuring intense competition for a dwindling and largely unprofitable customer base. High structural market saturation (MD08: 5/5) combined with severe structural competitive regimes (MD07: 4/5) means profit margins are effectively non-existent, perpetuating operational losses.
Prioritize rapid consolidation of remaining customer bases if advantageous, or initiate an accelerated wind-down process for individual rental locations to minimize ongoing operational burn rate.
Market Sizing Validates Urgent, Strategic Exit
The quantitative insights from the TAM/SAM/SOM framework provide definitive evidence that the 'Renting of video tapes and disks' industry is structurally non-viable. This data serves as a critical strategic tool for justifying an immediate and comprehensive exit from the market to stakeholders.
Utilize this market sizing analysis to support an immediate cessation of business operations or a full divestiture plan, proactively communicating the findings to investors and employees to manage expectations and ensure an orderly transition.
Re-frame Assets for Non-Rental Opportunities
While the core rental market is defunct, the market sizing exercise highlights the need to pivot by re-evaluating physical assets (e.g., storefronts, legacy inventory, historical customer data) not as rental infrastructure but as potential inputs for new, diversified ventures. This necessitates separate TAM/SAM/SOM analyses for adjacent markets.
Conduct a rapid internal assessment to identify tangible assets and intangible data that could be repurposed for alternative business models (e.g., retro gaming stores, media archiving services), initiating pilot projects within the next 6-12 months.
Strategic Overview
Market Sizing (TAM/SAM/SOM) for the 'Renting of video tapes and disks' industry serves primarily as a diagnostic tool to quantify the catastrophic decline and extremely limited remaining opportunities, rather than to identify growth potential. The Total Addressable Market (TAM) for physical media rentals has contracted drastically over the past two decades due to the widespread adoption of digital streaming services (MD01: Complete Erosion of Revenue Base). This framework will illustrate that the Serviceable Available Market (SAM) is now reduced to a negligible niche of enthusiasts, specific rural areas with poor internet, or legacy consumers.
Furthermore, the Serviceable Obtainable Market (SOM) for any individual player in this industry is likely insufficient to sustain operations profitably, facing intense competition for a minuscule user base and chronic price pressure (MD07). The data derived from TAM/SAM/SOM analysis will thus not be used to justify expansion, but rather to inform decisions regarding consolidation, asset liquidation (FR07), strategic exit, or radical diversification. It provides the crucial quantitative evidence required to challenge 'hope' as a strategy and underpin difficult but necessary decisions.
Understanding the TAM/SAM/SOM helps to contextualize challenges like market saturation (MD08) and the inability to compete with subscription models (MD03). It underscores that future investments in this sector would yield rapidly diminishing returns due to the systemic obsolescence and devaluation of physical assets (IN02, FR07). Therefore, the application of this framework is less about market entry and more about market exit or profound business model transformation.
4 strategic insights for this industry
TAM Has Shrunk to a Fraction of Its Former Size
The Total Addressable Market for physical video rentals has experienced a dramatic and irreversible decline, estimated at over 90% in most developed regions compared to its peak, due to the shift towards digital content (MD01: Complete Erosion of Revenue Base, MD03: Consumer Perception of Value Shift). The remaining TAM is largely composed of niche collectors, regions with limited broadband access, and individuals averse to streaming services.
SAM Represents an Untenable Niche Market
The Serviceable Available Market, which accounts for the specific services offered by a physical rental store, is an extremely small and shrinking segment. This niche might include vintage film enthusiasts, those seeking specific titles unavailable on streaming, or users in remote areas. However, this SAM is insufficient to support large-scale operations or generate significant profits for most players, indicating severe market saturation (MD08).
SOM for Individual Players is Marginally Profitable, If At All
The Serviceable Obtainable Market for any single video rental entity is likely negligible, leading to intense competition for a tiny customer base. Maintaining inventory (FR07: High Inventory Holding Costs), physical locations (MD06: High Fixed Costs), and staff against such a small SOM makes profitability unsustainable, leading to chronic price pressure (MD07) and eventual business failure.
Market Sizing Validates the Need for an Exit Strategy or Radical Pivot
The quantitative data from TAM/SAM/SOM analysis unequivocally supports the necessity of either a strategic exit from the physical media rental business or a radical pivot into entirely new, growing markets. It proves that continued investment in the legacy model is economically irrational, given the rapid asset devaluation (FR07) and declining demand (MD08).
Prioritized actions for this industry
Conduct detailed localized TAM/SAM/SOM analysis for remaining physical locations.
Pinpoint specific geographic areas or demographic segments (e.g., senior communities, rural areas) where a marginal, niche SAM/SOM might still exist. This allows for informed decisions on which locations to close versus consolidate or transform, minimizing the impact of complete erosion (MD01).
Utilize market sizing data to justify asset divestment and operational scaling down.
Quantifiable evidence of the shrinking market (MD08) and declining revenue base (MD01) will empower management to make difficult decisions regarding inventory liquidation (FR07), property sales, and staff reductions, preventing further financial losses.
Frame market sizing for potential new, diversified ventures, not for physical media.
Shift the focus of market sizing efforts entirely towards evaluating TAM/SAM/SOM for potential new business models (e.g., niche streaming, digital content libraries, retro gaming hubs). This helps identify genuinely addressable markets for growth (IN03) and avoid replicating the obsolescence trap.
From quick wins to long-term transformation
- Estimate current customer base decline rate and average transaction value to quickly assess SOM trend.
- Leverage publicly available market research on streaming adoption and physical media sales decline to contextualize TAM.
- Survey existing customers to understand their remaining demand patterns and willingness to pay for niche content.
- Commission targeted demographic and geographic studies to identify true remaining niche SAMs for physical media.
- Develop financial models that project profitability based on different SAM/SOM decline rates, informing closure timelines.
- Perform detailed TAM/SAM/SOM analyses for at least 2-3 potential diversification opportunities.
- Integrate market sizing as a continuous process for new ventures, regularly updating projections based on evolving consumer preferences.
- Establish partnerships or data-sharing agreements to gain more accurate insights into emerging digital entertainment markets.
- Completely abandon market sizing for physical media as the business is phased out.
- Overestimating the size or longevity of niche physical media markets due to sentiment or anecdotal evidence.
- Failing to account for the accelerating pace of digital substitution and consumer behavior change.
- Using outdated market data that doesn't reflect the current, severely contracted landscape.
- Focusing on 'how to grow' within the old market rather than 'where to pivot to'.
Measuring strategic progress
| Metric | Description | Target Benchmark |
|---|---|---|
| TAM Decline Rate (Physical Media) | Annual percentage decrease in the overall market size for physical video rentals. | >15-20% year-over-year decrease |
| SAM Customer Retention Rate | Percentage of remaining physical rental customers who continue to use services over a specific period. | <50% (indicating rapid churn in niche) |
| Revenue Per Square Foot (Physical Locations) | Revenue generated per square foot of retail space, indicating efficiency of physical assets. | Decline to a point where overhead cannot be covered |
| New Market TAM Growth Rate | Annual percentage increase in the Total Addressable Market for identified diversification opportunities. | >10% year-over-year increase |
Software to support this strategy
These tools are recommended across the strategic actions above. Each has been matched based on the attributes and challenges relevant to Renting of video tapes and disks.
Capsule CRM
10,000+ customers worldwide • Includes Transpond marketing platform
Transpond's email marketing and audience tools support proactive brand communication that builds customer loyalty and reduces churn-driven reputational fragility
Cost-effective CRM for growing teams — manage contacts, track deals and pipeline, build customer relationships, and streamline day-to-day work. Paired with Transpond, a dedicated marketing platform for email campaigns and audience management.
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HubSpot
Free forever plan • 288,700+ customers in 135+ countries
Deal intelligence, win/loss analytics, and pipeline data give sales teams the evidence to defend price with ROI proof rather than discounting reactively against commodity competition
All-in-one CRM and go-to-market platform used by 288,700+ businesses across 135+ countries. Connects marketing, sales, service, content, and operations in one system — free forever plan to start, paid tiers to scale.
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Other strategy analyses for Renting of video tapes and disks
Also see: Market Sizing (TAM/SAM/SOM) Framework