Once content goes beyond a short initial window of approximately 6 months following release in the UK, an average value decline for EST (digital retail) and rental VoD titles begins to take place. This change is pronounced - on average, £1 for an HD purchase of a Movie and £2.50 for a TV Season. However it is also a discrete and one-off decline. Once the price has been adjusted following the initial 6 month period, both movies and TV shows retain value over time. Comparing more recent catalogue titles, those released between 2013 and 2015, with library titles four years or older, there is very little detectable price decline across both EST and rental, typically only 2%-3% of total value.