On-demand entertainment (OED) allows people to watch, read or listen to almost anything they want, whenever they want. Innovators like Napster, the original file-sharing portal that debuted in 1999 during the height of the dotcom boom, pioneered the modern OED industry by battling well-funded adversaries for copyright infringement. In response to consumer demand, Comcast launched its On-Demand Channel with 740 movies in 2003. By May 2011, customers had accessed 20 billion programs and regularly viewed 350 million programs each month. The Oxford English Dictionary is attracting viewers because the many positives, including immediate access to a huge library of content in the viewer's program, far outweigh the few negatives, such as the reliance on high-speed Internet. With more than 200 million Americans subscribing to high-speed Internet service at home, time-shifted viewing is quickly becoming a mainstream option. The OED industry is sparking feelings of discontent as sales plummet in the traditional film, music and gaming sectors. For example, DVD and Blu-ray sales have lost $3.3 billion over the past seven years. To combat this problem, on January 10, 2012, Warner Bros. announced that it would withhold new DVD releases from rental outlets for two months after they were released in stores and online. This decision doubles the 28-day delay agreement currently in place with Netflix. However, studios like Lions Gate realize they must turn to the emerging industry if they hope to survive. In November 2011, the Wall Street drama “Margin Call” was simultaneously released in a limited 178 theaters and via video on demand (VOD) online. The film grossed more than $5 million in theaters, but the $7 per online viewing... middle of paper... Games can also be embedded into websites. OToy, in development since 2006, OToy is a new service that will host high-definition video games and movies, as well as computer applications and operating systems on the cloud. Mashable called cloud gaming one of the hottest social gaming trends to watch in 2011 because it renders console-quality graphics on slow Internet connections. Additionally, a recent study by The NPD Group found that the current ODE industry touches only 5% of the 134 million Americans who own devices that support VOD. By revolutionizing the way Americans consume media, ODE is not only changing the way entertainment is accessed, but also dramatically altering the way advertisers reach consumers. Those who are able to adapt to the evolving future of on-demand entertainment will experience the most success in the years to come.