This article identifies the characteristics of consumers of movies, watched on videotapes, in their homes. Models of the frequency of movie video buying and renting by individuals are estimated using data from the Spanish Cultural Consumption Habits Survey (Encuesta sobre Ha´ bitos de Consumo Cultural). This survey featured information about videotapes rented and bought in Spain throughout 1998. Applying a multinomial probit modelling framework, this study analyses whether there are two different video markets (renting and buying) and any discernible socioeconomic characteristics for their respective consumers. The influence of film genres on the renting of movie videotapes is also considered.