Though Betamax ultimately failed, it made one crucial contribution that cannot be overlooked. In the early days, many Americans bought VCRs primarily to record television programs and watch them later at their convenience. In contrast, Japanese consumers bought VCRs mainly to watch movies at home. Panasonic was quick to sense these different consumer needs. In the U.S., it was the first to standardize its videotape playback duration at 2 hours—long enough to record an entire football game. It also actively secured licensing deals with major movie studios to ensure a steady supply of films in every key market. Sony’s Betamax tapes, though superior in picture quality, couldn’t even record a full-length football or basketball game on a single cassette.