According to research by Strategy Analytics, DVD rental and buying market is falling in the UK. DVDs were 75% of the home video market in 2011. It has dropped to 40% today and is expected to come down to 13% by 2021. The major reason behind this is video streaming services and downloads over the internet. These services accounted for just 1% in 2011, today it is 33% of the home video market in the UK. Rise in digital video consumption is being fueled by smartphone users substantially, apart from convenience.