Lynn Powers
Analyst · George Kelly from Craig-Hallum Capital Group
Thanks, Steve. Reaffirming Jirka’s and Steve's comments, I’m also pleased with our third quarter and year-to-date results, and we remain very confident that our performance in the fourth quarter will drive us to achieve our prior goals in regards to revenue and earnings.
As we focus on our top 3 priorities, expanding the Gaiam brand, evolving and increasing our distribution and licensing business, and growing our digital subscription services, I remain optimistic and excited for the months ahead.
Let me begin by reviewing our business segment. The segment that continues to perform very well for us with internal revenue growth of over 15% compared to the third quarter of 2011. Year-to-date the business segment has internal growth over 30% with growth including acquisition over 50%. I’m particularly pleased with the results of the integration between Gaiam and Vivendi Entertainment and how we are leveraging the additional sales volume of approximately 20 million units or $200 million in gross revenues and expected annualized net revenue and gross margin of approximately $25 million.
There are significant economies of scale and operational efficiencies through reduction of third party distribution cost and the elimination of redundant overhead. Just as important as the financial synergies, our larger scale is affording us a greater ability to win important new content distribution deals, becoming the largest independent distributor of non-theatrical content in the U.S.
To that end, I can think no better example than the 2 most recent agreements we secured. The first, the Hallmark Channel provides us with the highly visible and unique content library including new first run movies that we're confidently can leverage across multiple partners and via multiple platforms.
The Hallmark brand will resonate well with Gaiam’s core values and core customers. The second agreement is with The Jim Henson Company. If there is one content library for children that we had to choose, this would be it. Whether it's Fraggle Rock or Doozer, the agreement with The Jim Henson Company is something that all of us at Gaiam are very proud and excited about.
As I mentioned during our prior call, I am also very pleased with the recent renewal of our licensing agreement with Discovery, which includes all the Discovery Channel brands including TLC, Discovery and Animal Planet. I am also excited about our new agreement, where we distribute the highlights and collective stories of the Olympic games. First for digital purchase and rental on iTunes, Amazon, Xbox, Sony PlayStation, YouTube and Google Play.
So as you can see, we're creating value from the integration beyond operational leverage by better positioning ourselves to win new business. These operational efficiencies and new business wins will help offset any top line DVD headwind and become a crucial competitive differentiator that will help further Gaiam Vivendi entertainment remain as the largest independent and the second largest overall media distributor in the U.S. for non-theatrical content in the physical and the digital world.
We also continue to expand our media category management role that we started in 2009. We now have about 5,400 doors in the U.S. under management including being one of only 2 independent aggregators for media and the sole aggregator for fitness media in the second largest mass retailer in the U.S.
In terms of market share, according to Nielson’s video scan, Gaiam remains at the top of the chart in fitness with 45.2% market share, up from 37.6% last year and double our nearest competitor. Additionally, as of the end of the third quarter, Gaiam Vivendi Entertainment is the #2 distributor in non-theatrical content with 14.1% market share, up from Gaiam’s 6.2% last year, leaving only Warner Studios ahead of us. Gaiam without Vivendi grew to over 8% share.
We also have some encouraging news from IHS Screen Digest indicating that after several years of decline, total revenue from home entertainment content is projected to rise 8% in 2012 with the expansion of Blu-ray and digital offsetting DVD decline.
With regards to efforts to continue to grow our business segment, we are seeing strong consumer demand across Gaiam branded accessories. Our top 25 retailers are up over 25% in the aggregate year-to-date with some retailers reaching as high as 50%. Sell through also continues to compare well.
With regards to our fitness products, we continue to see great success from both our restore line as at-home rehabilitative and restorative accessories as well as with our Gaiam Sol premium yoga line. Our SPRI professional’s line of workout accessories which is already expanded to 500 Sears locations is fast becoming a recognized brand for the male lifestyle enthusiast audience. And just recently launched into the Sports Authority with several new products, including some restorative products designed for men.
Our Gaiam restore line continues to do well with 2 of the top SKUs at our largest customer and is among the best performing at other store locations. We also continue to focus much of our efforts in our store within store concept, which is now in place over 15,000 doors. We expect to utilize this strategy across our new categories such as the Gaiam restore wellness and the SPRI brand as well as for our studio partners.
Turning now to the direct to consumer segment, we brought down the media spend in our direct response business in order to remain profitable when media costs skyrocketed during the Olympics and the political campaigns. We experienced high media rates as well as being preempted during the quarter, reducing our revenues over $5 million from Q3 2011.
We still remain excited about the prospects for direct response once we get through the political and holiday season. We plan to follow up on the success of The Firm Express with new fitness content that will allow for continued growth from this business, including a new line of Richard Simmons content. We are also very excited about continuing our successful award-winning DRTV program featuring Jillian Michaels that will re-launch in early 2013 with new footage to coincide with Jillian’s return to the hit television show, The Biggest Loser.
On the e-commerce front, in October, we migrated our website to a more flexible platform and completed the shift towards proprietary branded products and apparel. Gaiam’s online customer will now have a greater assortment and an overall more engaging shopping experience. We expect to expand our offering to include video, interactivity and mobile devices in the coming months. These initiatives should begin to yield results at the fourth quarter of the year as we enter the holiday shopping season.
Regarding Gaiam TV, as Jirka mentioned, the business is out of the beta stage and has entered the marketing phase with an increased marketing spend around the holiday. We have a library of 5,000 exclusive for streaming digital titles across fitness, health and wellness and personal development, which together with our in-house capabilities should create compelling content with low incremental cost should make Gaiam TV a very appealing offering to consumers interested in learning more about these areas and bringing the world of fitness, health, wellness and personal development closer to them through their TVs, computers, mobile devices and tablets.
As we invest in this business through technology and content, it has a negative impact on operating income including a loss of $1.3 million for the quarter, and $3.8 million year-to-date, compared to a loss of $500,000 and $1 million in Q3, and first 9 months of 2011 respectively. We believe this is an exciting new initiative that will begin to contribute to our financial results as soon as we hit breakeven on the subscriber base by the end of next year.
In closing, Q3 was a good quarter. However, our focus remains on the future and on reaching our full potential. We now have the financial resources, infrastructure and right people to make that happen. That’s why I feel so confident about what we are doing and our focus on expanding our product assortment and improving the customer experience at every touch point from a catalog, to our website, to our store within store presentation.
We have the ability to develop our Gaiam brand halo across more product lines and channels to be an aggregator that packages and markets content across all distribution channels including digital and non-traditional retail and to leverage the unique proposition of Gaiam TV, so it becomes a key part of how we build our brand in the digital world. We look forward to be an active in our investor outreach over the coming months and hope to see many of you throughout the balance of the year.
Thank you for your continued interest in Gaiam, and your participation today. With that, I would like to turn the call back to the operator and take an opportunity to answer some questions. Operator?