 According to GfK Retail and Technology, in the first week of November 2008, sales of Blu-ray recorders surpassed DVD recorders in Japan.According to the Digital Entertainment Group, the number of Blu-ray Disc playback devices (both set-top box and game console) sold in the U.S. had reached 28.5 million by the end of 2010.Blu-ray faces competition from video on demand and from new technologies that allow access to movies on any format or device, such as Digital Entertainment Content Ecosystem or Disney's Keychest.