---
title: "What Is Electronic Sell-Through (EST)? Definition and Examples | RentAnOTT"
description: "Electronic sell-through (EST) is a one-time digital purchase of a title the viewer keeps. See how it differs from a rental and how to price it."
url: "https://www.rentanott.com/glossary/electronic-sell-through"
markdown_url: "https://www.rentanott.com/glossary/electronic-sell-through.md"
category: "Monetization"
updated: "2026-10-05"
---

# What is electronic sell-through (EST)?

Electronic sell-through (EST) is a one-time payment that gives a viewer permanent access to a digital title, such as a film, a season or a single episode. It is the digital equivalent of buying a disc.

## 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

## Electronic sell-through on RentAnOTT

Rentals and purchases are included on every RentAnOTT plan alongside subscriptions and advertising, and RentAnOTT takes no cut of one-time sales. [See pricing](https://www.rentanott.com/pricing).

## Related terms

- [TVOD](https://www.rentanott.com/glossary/tvod) — TVOD (transactional video on demand) is a streaming model where viewers pay once for a single title or event, either renting it for a limited time or buying it to keep.
- [PVOD](https://www.rentanott.com/glossary/pvod) — PVOD (premium video on demand) is a one-time rental or purchase of a new release at a premium price, offered early, while or shortly after the title is in cinemas and before it reaches subscription or ad-supported catalogs.
- [Pay-per-view](https://www.rentanott.com/glossary/pay-per-view) — Pay-per-view (PPV) is a model where a viewer pays once to watch a single program, most often a live event such as a fight, a match or a concert, rather than subscribing to a channel or catalog.
- [Content bundle](https://www.rentanott.com/glossary/content-bundle) — A content bundle is a group of titles, or of whole services, sold together for a single price that is lower than buying each part separately. Examples are a film trilogy, a full season, a festival pass or two streaming services on one bill.

## Further reading

- [Electronic sell-through explained](https://www.rentanott.com/blogs/electronic-sell-through)
- [What is PVOD streaming?](https://www.rentanott.com/blogs/what-is-pvod-streaming)
- [OTT revenue calculator](https://www.rentanott.com/tools/ott-revenue-calculator)

## Frequently asked questions

### What does EST stand for?

EST stands for electronic sell-through: the sale of a digital copy of a title that the buyer keeps.

### Does the viewer own the file?

Usually not. The viewer buys a license to watch the title on that service without a time limit. Access depends on the service continuing to hold the rights and to operate.

### Can a title be offered for rental and purchase at once?

Yes. Offering both side by side is common, with the purchase priced above the rental so each viewer picks the option that fits how often they will watch.

All 163 terms: [Streaming and OTT glossary](https://www.rentanott.com/glossary).

## Book a demo

Tell RentAnOTT what you are launching. The team walks through the platform and maps the path to go-live around your catalog, markets and revenue model.

Book a demo: https://www.rentanott.com/contact

## More from RentAnOTT

- [Home](https://www.rentanott.com/index.md) — What RentAnOTT is, what every plan includes, and how launch works
- [Features](https://www.rentanott.com/features.md) — Every core feature and optional add-on
- [Pricing](https://www.rentanott.com/pricing.md) — Platform tiers, apps, add-ons, usage rates and example bills in INR and USD
- [Free tools](https://www.rentanott.com/tools.md) — OTT app builder and calculators for streaming revenue, bandwidth, bitrate and pricing
- [Insights](https://www.rentanott.com/blogs.md) — All streaming business articles
- [Glossary](https://www.rentanott.com/glossary.md) — Definitions of streaming and OTT terms
- [Book a demo](https://www.rentanott.com/contact.md) — Talk to RentAnOTT about your launch

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