How electronic sell-through works
The viewer pays once and the title is added to their library. There is no expiry and no recurring charge. They can stream it as often as they like for as long as the service holds the rights to deliver it.
EST is sometimes called download to own (DTO), although most purchases today are streamed rather than downloaded.
EST vs rental
Both are TVOD: a single payment for a single title. A rental gives access for a limited window, typically 48 hours from first play. A purchase has no end date and is priced higher, often two to four times the rental.
When to offer purchases
- Titles people rewatch: children's content, concerts, courses, classics
- Complete seasons, where owning the set is the appeal
- New releases, sold before the rental window opens
- Audiences who dislike subscriptions but will pay for something they keep
Last reviewed