Blighty’s video market almost matched 2009 figures while the popularity of VOD surged, according to figures from the British Video Assn.

In 2010, consumers spent £2.6 billion ($4 billion) on video entertainment. Retail DVDs were the most popular way of consuming pics, making up 73% of the biz.

Sales of Blu-ray discs continued strong growth, increasing by 55% year-on-year to 13 million units in Blighty and repping 8.1% of the market.

Screen Digest put physical and digital rental of content on a near par, each with around 8% of the 2010 market in value. However, physical rentals were higher in volume.

The combo of digital rental and download-to-own transactions repped 11% of the U.K. video entertainment market in value. Significantly, download-to-own sales more than doubled last year from $54.2 million to $120.8 million while digital rental services grew in value by $7.7 million to $317.5 million.

Fox’s “Avatar” led the pack in DVD and Blu-ray sales, followed by Disney’s “Toy Story 3,” Summit’s “The Twilight Saga: New Moon” and “The Twilight Saga: Eclipse” and Warner Bros.’ “Inception.”

BVA director general Lavinia Carey said, “As an industry that is often the target of doom-mongers, to maintain year-on-year sales value is quite an achievement in a tough retail market.”