The film and television industry's $18.8 billion home entertainment market consists of rental and sell-through segments, the latter of which includes the electronic sell-through of digital content. In 2010, EST generated $683 million of total home entertainment revenues, putting it behind the more lucrative revenue streams of cable
video-on-demand (VOD) and
internet video-on-demand (iVOD), which brought in a combined $1.8 billion in the same period. The rest of the EST market was captured by
Microsoft (via its
Zune Video platform),
Sony, Amazon VOD (now
Amazon Video), and
Walmart (via its
VUDU service). A number of industry trends indicate the future expansion of EST's share of
digital distribution revenues. David Bishop, worldwide president of
Sony Pictures Home Entertainment, describes the following outlook: :"With the launch of
UltraViolet (the cloud-based digital copy locker system) establishing a common digital distribution platform later this year, prices potentially coming down on digital sales, more marketing devoted to digital sellthrough, and studios adding more value to the sellthrough product by making HD available and building in smarter extra features, we see the balance tilting even more toward owning and collecting digital movies." == References ==