Buyers in the industry pose little threat to industry members. There is no concentration in either consumer group, and they pose no backward integration threat. As discussed above, there is essentially no product differentiation, and little to no switching costs, giving consumers full autonomy to access titles however they please. With that said, it is important to remember that although the title being viewed does not change, the way it is viewed does. Firms in the industry can differentiate their product to better capture consumers from either consumer segment by providing titles available for television playback, and the easier and quicker it is to access those titles the more successful they will be.