Analysis
NAICS 512120 is the 2022 national industry for motion picture and video distribution, part of 51212 (Motion Picture and Video Distribution). Census lists 9 example activities under it in the official index.
Between 2018 and 2023 the number of establishments grew 38% and employment fell 14%. The 2018 count used NAICS 2017, so part of a large move can come from codes being redefined rather than from businesses opening or closing.
County Business Patterns counts 493 US establishments in this code in 2023, employing 2,525 people at an average annual payroll of $119,223 per employee (90th percentile of national industries). 76% of the establishments have fewer than five employees, which marks it as a small-business industry.
Census lists 9 related activities that belong elsewhere, most often in 512110, 516120, 516210 and 517111. Businesses that do several things are classified by their primary activity, the one that generates the most value, so check those boundaries before settling on this code.
Its index entries, the activities Census uses to assign businesses to this code, include animated cartoon distribution, film distribution agencies, film distribution, motion picture and video and film libraries, commercial distribution, among 9 in all.
For example, producing and distributing motion pictures and videos are classified in 512110 (Motion Picture and Video Production) instead.
Official definition
This industry comprises establishments primarily engaged in acquiring distribution rights and distributing film and video productions to motion picture theaters, television networks and stations, other media broadcast and streaming outlets, and exhibitors.
Source: US Census Bureau, NAICS 2022 Manual.
Not this code if…
| The business mainly does | Use instead |
|---|---|
| Producing and distributing motion pictures and videos | 512110 Motion Picture and Video Production |
| Operating television broadcasting stations, that may acquire the right to distribute content and subsequently broadcast or distribute that content | 516120 Television Broadcasting Stations |
| Providing media streaming distribution services or operating media broadcasting and cable television networks, that may acquire the right to distribute content and subsequently broadcast or distribute that content | 516210 Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers |
| Providing cable and satellite television distribution services using facilities and infrastructure that they operate | 517111 Wired Telecommunications Carriers |
| Merchant wholesale distribution of blank digital video discs (DVDs) | 423690 Other Electronic Parts and Equipment Merchant Wholesalers |
| Merchant wholesale distribution of prerecorded digital video discs (DVDs) | 423990 Other Miscellaneous Durable Goods Merchant Wholesalers |
| Providing mass duplication and packaging of video tapes and discs | 334610 Manufacturing and Reproducing Magnetic and Optical Media |
| Providing motion picture footage (via film libraries) to producers | 512199 Other Motion Picture and Video Industries |
| Renting video tapes and discs to the general public, including through vending machines | 532282 Video Tape and Disc Rental |
Index entries (9)
- Animated cartoon distribution
- Film distribution agencies
- Film distribution, motion picture and video
- Film libraries, commercial distribution
- Motion picture distribution exclusive of production
- Motion picture film distributors
- Motion picture film libraries, commercial distribution
- Tape distribution for television
- Television show syndicators