As a proprietary format, Sony exclusively used Memory Stick on its products in the 2000s such as Cyber-shot digital cameras, Handycam digital camcorders, WEGA and Bravia TV sets, VAIO PCs, early Walkman digital audio players, and the PlayStation Portable handheld game console, with the format being licensed to a few other companies early in its lifetime. With increasing popularity of SD card, in 2010 Sony started to support the SD card format, which was seen as a Sony loss in the memory-card format war. Despite this, Sony continued to support Memory Stick on certain devices.