Rivalry in the entertainment video industry is most strongly affected by its great diversity of competitors. Diversity in the industry is very great. As discussed in the industry overview, there are a number of different segments. Each segment is reliant on different distribution channels. Competitors typically specialize in only one channel, allowing for greater effects of learning in that segment. There is also a great variety of corporate and business-level strategy amongst competitors, who may see the entertainment video industry as their main business, or a secondary business grown out of strengths in a related industry, which was valued by Blockbuster in 2009 to be over $26 billion industry (rental and retail combined). (BBI) Blockbuster also reported the media entertainment industry as a whole grew 9.5% in 2008, and that it was expected to continue growth (BBI). This drives the force of rivalry towards favorability because there is more space for competition.