An analysis of Comixology's 2011 and 2012 sales.
There's been widespread speculation as to the size of the ever-growing digital comics platform. Last year, a DC executive mentioned that hard copies typically outsold a digital comic by a scale of 300 to 1, causing many detractors to note that the digital market might never find its footing in the comics industry.
Well, things seem to be improving somewhat, at least for Comixology. Comixology reported gross sales (sales before expenses) of $19MM in 2011, which accounts for approximately 80% of the digital market, according to Comixology board member Milton Griepp. Furthermore, Comixology expects its sales to grow to over $70MM this year, an 268% increase in sales.
To put things into comparison, Diamond reported print sales (not including merchandise such as action figures, clothing or other memorabilia) of $414MM, which meant that Comixology's sales would comprise of approximately 4% of the current direct market (including other digital platforms but leaving out subscriptions). However, should Comixology's sales come in at its estimated totals and Diamond's sales increase by19.95% (the current year to date increase from 2011), Comixology's sales would make up approximately 12% of the total market (presuming that other digital platforms' sales match the current 19.95% market growth).
In theory, digital comics could comprise of approximately 10% of the total comics market by year end. Comixology, of course, is helped by its robust selection of backissues which Diamond lacks and often puts entire runs on sale for $0.99 an issue. However, it's still an intriguing development and another sign of the future of the industry.
Written or Contributed by: Christian Hoffer