Transactional-Video-on-Demand (TVOD) refers to a VOD service that empowers customers to purchase content on a pay-per-view basis. Unlike SVOD, TVOD users can select music and video from two categories: electronic sell-through (EST) and download to rent (DTR). Choosing EST, customers get permanent access once they purchase content, and with DTR, they pay a smaller fee for access limited in time. Google Play and iTunes fall into TVOD.
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