Media Streaming Challenges App Store Downloads for Leading Share of iTunes Store Traffic

Networking company Sandvine has released a new report that breaks down North American iTunes traffic on fixed networks, examining how iTunes customers are using the service. Surprisingly, the largest portion of iTunes traffic is not generated from streaming, but from the App Store.

Direct App Store downloads account for 38.1% of total iTunes traffic, while 36.15% of traffic comes from iTunes streaming, which includes movie and song previews, along with iTunes Match.

With iTunes Match, customers can stream music and video purchases to both mobile devices and Apple TVs. Apple's streaming traffic may increase in the coming months with the introduction of iRadio, the company's rumored streaming radio service.

itunestrafficcomposition
Media downloads, which are non application purchases such as music, movies, and books make up the third largest portion of iTunes traffic at 20.47% and the final 5.33% of traffic is generated from iTunes Browsing as users visit various App Store and iTunes pages.

As Tim Cook noted in Apple's Q2 financial results call, iTunes has been experiencing phenomenal growth with record quarterly billings of $4 billion. Apple's App Store is nearing 50 billion downloads and has paid out more than $9 billion to developers.

Sandvine's report also points out that Apple manufactured devices generate 35% of all streaming audio and video on fixed access networks, with the iPad generating the most traffic at 10%.

To generate its report, Sandvine examined a cross-section of customer data, gathered over a one-month period and compiled a 24-hour profile of each network normalized by the number of active subscribers at each hour of the day.

Popular Stories

iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro to Reverse iPhone X Design Decision

Monday July 7, 2025 9:46 am PDT by
Since the iPhone X in 2017, all of Apple's highest-end iPhone models have featured either stainless steel or titanium frames, but it has now been rumored that this design decision will be coming to an end with the iPhone 17 Pro models later this year. In a post on Chinese social media platform Weibo today, the account Instant Digital said that the iPhone 17 Pro models will have an aluminum...
iphone 16 pro models 1

Here's How the iPhone 17 Pro Max Will Compare to the iPhone 17 Pro

Saturday July 5, 2025 1:00 pm PDT by
Apple should unveil the iPhone 17 series in September, and there might be one bigger difference between the Pro and Pro Max models this year. As always, the Pro Max model will be larger than the Pro model:iPhone 17 Pro: 6.3-inch display iPhone 17 Pro Max: 6.9-inch displayGiven the Pro Max is physically larger than the Pro, it has more internal space, allowing for a larger battery and...
iOS 26 Feature

Everything New in iOS 26 Beta 3

Monday July 7, 2025 1:20 pm PDT by
Apple is continuing to refine and update iOS 26, and beta three features smaller changes than we saw in beta 2, plus further tweaks to the Liquid Glass design. Apple is gearing up for the next phase of beta testing, and the company has promised that a public beta is set to come out in July. Transparency In some apps like Apple Music, Podcasts, and the App Store, Apple has toned down the...
imac video apple feature

Apple Launching These 15+ Products Later This Year

Sunday July 6, 2025 8:05 am PDT by
The calendar has turned to July, meaning that 2025 is now more than half over. And while the summer months are often quiet for Apple, the company still has more than a dozen products coming later this year, according to rumors. Below, we have outlined at least 15 new Apple products that are expected to launch later this year, along with key rumored features for each. iPhone 17 Series iPho...
iPhone Car Key Kia

Here's Which Vehicles Offer iPhone Car Keys

Sunday July 6, 2025 3:03 pm PDT by
In 2020, Apple added a digital car key feature to its Wallet app, allowing users to lock, unlock, and start a compatible vehicle with an iPhone or Apple Watch. The feature is currently offered by select automakers, including Audi, BMW, Hyundai, Kia, Genesis, Mercedes-Benz, Volvo, and a handful of others, and it is set to expand further. Apple has a web page with a list of vehicle models that ...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro Coming Soon With These 14 New Features

Friday July 4, 2025 1:05 pm PDT by
Apple's next-generation iPhone 17 Pro and iPhone 17 Pro Max are just over two months away, and there are plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models. Latest Rumors These rumors surfaced in June and July:Apple logo repositioned: Apple's logo may have a lower position on the back of the iPhone 17 Pro models, compared to previous...
iphone 17 pro render majin bu

New iPhone 17 Pro Renders Highlight Apple Logo and MagSafe Design Changes

Sunday July 6, 2025 8:43 pm PDT by
New renders today provide the best look yet relocated Apple logo and redesigned MagSafe magnet array of the iPhone 17 Pro and iPhone 17 Pro Max. Image via Majin Bu. Several of the design changes coming to the iPhone 17 Pro model have been rumored for some time, such as the elongated camera bump that spans the full width of the device, with the LiDAR Scanner and flash moving to the right side. ...
iPhone 14 Pro Dynamic Island

iPhone 17 Models Rumored to Feature Redesigned Dynamic Island

Monday July 7, 2025 7:38 am PDT by
iPhone 17 models will feature a redesigned Dynamic Island user interface, according to a post today from Digital Chat Station, an account with more than three million followers on Chinese social media platform Weibo. The account has accurately leaked some information regarding future Apple products in the past. The account did not share any specific details about the alleged changes that are ...
apple account card feature

Apple Account Card Expanding to More Countries

Tuesday July 8, 2025 7:34 pm PDT by
Apple is expanding the ability to add an Apple Account Card to the Wallet app to more countries, according to backend Apple Pay changes. With iOS 15.5, Apple updated the Wallet app to allow users to add an Apple Account Card, which displays the Apple credit balance associated with an Apple ID. If you receive an Apple gift card, for example, it is added to an Apple Account that is also...

Top Rated Comments

xmichaelp Avatar
159 months ago
Doomed. Why do they keep trying? /s

Do you guys seriously still think you're funny with the sarcastic "doomed" crap? It's been done in almost every thread for months.
Score: 8 Votes (Like | Disagree)
Klae17 Avatar
159 months ago
Doomed. Why do they keep trying? /s
Score: 5 Votes (Like | Disagree)
dBeats Avatar
159 months ago
between netflix, youtube, spotify and cable channels streaming their content there is no reason to buy anything on itunes except for apps

but i do rent a few movies a month

Sounds great, until you're on a plane, or out on the water in a boat, or camping or biking deep in the woods. You know, places where there isn't a constant internet connection. Maybe I'm old fashioned, but I like MY music, and if I like a new song, I buy it. Then I can listen to it forever. I added up all my music purchases from iTunes over a year and it was less that a year's subscription to Spotify. Each year my collection grows and one day, when I'm officially too old to like ANYTHING new, I can pay nothing and listen to the songs I like while out on a lake in the middle of nowhere.
Score: 3 Votes (Like | Disagree)
thelonelylimo Avatar
159 months ago
*removed*
Score: 3 Votes (Like | Disagree)
toaster64 Avatar
159 months ago
Google's new music streaming service being introduced tomorrow is a streaming service. Where's iRadio?

Kind of like BBM, late to the party.
They're different things. iRadio is something like Pandora. Probably will be nothing new, but it'll work with iTunes and iPhone, so I'll be happy.
Score: 2 Votes (Like | Disagree)
jonAppleSeed Avatar
159 months ago
Do you guys seriously still think you're funny with the sarcastic "doomed" crap? It's been done in almost every thread for months.

I think you'll keep seeing it until Apple makes Safari a bit more snappier
Score: 2 Votes (Like | Disagree)