The final factor of this industry force, which is very important to consider in industry evaluation, is the rate of growth of the value pie. Because of the increasing accessibility and ease-of-use for consumers—thanks to disruptive technologies—there is immense continued growth in this industry, and in electronics, which will help increase profitability among staple industry members. It is important to note, however, that consumers are still demanding programming on their televisions, with an estimated 83% of film and television viewers preferring to view their shows on television instead of their PCs (Mintel). As technology continues to converge and the ease of accessing streaming video on television increases, the online video rental segment will eat away at other segments of the market, but also allow for growth because of increased accessibility for consumers.