<s>
Electronic	B-Application
sell-through	I-Application
(	O
EST	O
)	O
is	O
a	O
method	O
of	O
media	O
distribution	O
whereby	O
consumers	O
pay	O
a	O
one-time	O
fee	O
to	O
download	B-Application
a	O
media	O
file	O
for	O
storage	O
on	O
a	O
hard	B-Device
drive	I-Device
.	O
</s>
<s>
The	O
term	O
is	O
sometimes	O
used	O
interchangeably	O
with	O
download	B-Application
to	O
own	O
(	O
DTO	O
)	O
.	O
</s>
<s>
The	O
film	O
and	O
television	O
industry	O
's	O
$18.8	O
billion	O
home	O
entertainment	O
market	O
consists	O
of	O
rental	O
and	O
sell-through	O
segments	O
,	O
the	O
latter	O
of	O
which	O
includes	O
the	O
electronic	B-Application
sell-through	I-Application
of	O
digital	O
content	O
.	O
</s>
<s>
In	O
2010	O
,	O
EST	O
generated	O
$683	O
million	O
of	O
total	O
home	O
entertainment	O
revenues	O
,	O
putting	O
it	O
behind	O
the	O
more	O
lucrative	O
revenue	O
streams	O
of	O
cable	O
video-on-demand	B-Application
(	O
VOD	O
)	O
and	O
internet	O
video-on-demand	B-Application
(	O
iVOD	B-Application
)	O
,	O
which	O
brought	O
in	O
a	O
combined	O
$1.8	O
billion	O
in	O
the	O
same	O
period	O
.	O
</s>
<s>
The	O
rest	O
of	O
the	O
EST	O
market	O
was	O
captured	O
by	O
Microsoft	O
(	O
via	O
its	O
Zune	O
Video	O
platform	O
)	O
,	O
Sony	O
,	O
Amazon	B-Application
VOD	I-Application
(	O
now	O
Amazon	B-Application
Video	I-Application
)	O
,	O
and	O
Walmart	O
(	O
via	O
its	O
VUDU	O
service	O
)	O
.	O
</s>
