According to Justin Bailey, Director, Industry Analysis, Entertainment at market information and advisory services firm The NPD Group, Electronic Sell-Through (EST) is rapidly emerging as a legitimate alternative to physical discs for many consumers.

Writing in a blog post, he admits there is still a long way to go before the industry can be comfortable that consumers will overwhelmingly adopt EST, but suggests there is solid evidence that consumers, or at least early adopters, are well aware of digital sell-through.

“There is speculation that this awareness is

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