I answered "on release date" but here's the caveat: if I really like the title and can find a reasonable street date price (usually Amazon or Best Buy release week sale) then I buy. If it's a catalog title that I know will be discounted within a few months, I'll wait on it. I'd say most of my purchasing is 65% the former, 35% the latter. I buy BDs at roughly the same rate I bought DVDs. The main reason for any decline is the comparative lack of catalog titles on BD (as opposed to DVD). If the studios opened the floodgates on their back catalog, I'd be buying a lot more. Also, I don't know how anyone can draw definitive conclusions based on 2009-11 data. I'm sorry, am I the only one stuck in America's worst recession since the Great Depression? Think that's skewing the sales charts a bit?