Apple's market share in movie sales and rentals has been halved by competition from the likes of Amazon and Comcast, according to a report published on Sunday.

An article by the Wall Street Journal said Apple's share for selling and renting video content has dropped to between 20 and 35 percent, down from over 50 percent in 2012, according to sources in Hollywood.

itunesmovies
At the same time as the sharp fall in iTunes Movies sales and rentals, Amazon has grown its share to around 20 percent, said studio executives, thanks to both its Amazon Prime subscription service and its standard Amazon Video catalog. Major U.S. cable provider Comcast meanwhile now claims 15 percent share of the market through movie and TV show sales and rentals.

Interestingly, Apple's loss of market share in the digital movie business isn't uniform across genres, according to sources. "Apple has promoted independent films and signed deals for exclusive rights some content produced outside the major studio system, making it a stronger competitor in that space," said WSJ.

Apple responded to requests for comment by explaining that it focuses on providing users with content from subscription services like Netflix and HBO through the App Store. Apple also said its movie rentals and purchases had increased over the last year and had reached their highest level in more than a decade.

WSJ's in-depth report explains that the overall video market is growing, with digital movie rentals and sales said to have risen 12 percent to 15.3 billion last year. However, subscription services like Netflix and Amazon Prime have contributed to a $1.8 billion decline in video-on-demand rental revenue, according to the article. Citing figures from PricewaterhouseCoopers, the report said movie sales had also slowed, reaching 21 percent year-on-year growth last year compared to 29 percent in 2015.

Top Rated Comments

levitynyc Avatar
101 months ago
Hardly anything ever goes on sale on the Apple Video Store, theres no free streaming option or subscription service, and Apple Video only works on Apple devices

Amazon Prime and Netflix are build into every single smart device that hooks up to a TV and even built into a TVs.
Score: 33 Votes (Like | Disagree)
JosephAW Avatar
101 months ago
When you buy a DVD movie you own it and can play it on any device. When you buy a movie on iTunes you don't own it and can only play it on two manufacturer's devices, Apple devices and Windows desktop.
Score: 19 Votes (Like | Disagree)
marf1million Avatar
101 months ago
I would never buy or rent a film on itunes. You can usually get the DVD or blue ray for the same price. Or you could subscribe to Netflix for a month for half the price.
Score: 10 Votes (Like | Disagree)
Mr. Donahue Avatar
101 months ago
It cost $5 USD to rent a movie. That's Blockbuster prices. And we all know what happened to them.
Redbox only charges $1. Usd
Maybe that's why.
Score: 10 Votes (Like | Disagree)
ssanders79 Avatar
101 months ago
I would never buy or rent a film on itunes. You can usually get the DVD or blue ray for the same price. Or you could subscribe to Netflix for a month for half the price.
Most of the time I buy the Blu-ray with the included iTunes digital copy just like you said, for the same price as the digital only on iTunes. Why not get both for the same price and have a physical copy. Besides, in my limited and unscientific tests, I prefer the sound from a physical BD disc over the digital copy on my surround system.

One thing that Apple could do to make me consider paying current prices for movies would be to offer the soundtrack/score bundled with the film.
Score: 10 Votes (Like | Disagree)
Michael CM1 Avatar
101 months ago
Hardly anything ever goes on sale on the Apple Video Store, theres no free streaming option or subscription service, and Apple Video only works on Apple devices

Amazon Prime and Netflix are build into every single smart device that hooks up to a TV and even built into a TVs.
Hardly anything ever goes on sale? They run weekly specials in a couple of categories with movies under $10. Every weekend they put one for sale for $5 -- it was Dawn of the Planet of the Apes this weekend. Very frequently they'll put out "build your video library" with a plethora of movies for less than $10, often as low as $5.

So about the sales thing, you couldn't be more wrong. I've purchased quite a few on sale.

Everything else, I'd say you're right. Apple stuff only works on Apple products as far as I know. The user experience is pretty good in my opinion and keeps getting better, but it still is limited.

Netflix is a different animal. Sure, it's great to have all those movies and shows for $10/month. But how much on there came out in a theater in the past two years? Netflix ironically has become more of a catalog TV show and original series/movies service.

It's quite a shame the industry hasn't quite evolved to a digital form of purchases that's nearly as portable between services as discs. Or at the very least I would love to see Apple build apps to run on Roku, Android, etc. so you could potentially access your content cross-platform. This would include the ability to loan movies to a friend comparable to the rental strategy with maybe a limit of 5 per month. I buy a lot of these movies knowing my parents can watch them on their Apple TVs since we're in a family plan. But it's quite imperfect since their accounts don't realize I own these movies until you drill down into family purchases.
Score: 10 Votes (Like | Disagree)

Popular Stories

iPhone 17 Pro 34ths Perspective

iPhone 17 Pro Launching Later This Year With These 10 New Features

Sunday March 23, 2025 10:00 am PDT by
While the iPhone 17 Pro and iPhone 17 Pro Max are not expected to launch until September, there are already plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models as of March 2025: Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and iPhone 16 Pro models have a titanium frame, and the iPhone ...
iOS 18

iOS 18.4 Expected Next Week - Here Are the Release Notes

Friday March 28, 2025 2:01 pm PDT by
With the second release candidate of iOS 18.4 that Apple seeded out today, the company finally provided us with release notes that give a full rundown on what to expect. There's an Apple Vision Pro app, new Apple Intelligence features for notifications and additional language support, plus an Apple News Food feature for Apple News+ subscribers, and several updates that should improve the...
Magic Mouse Green

What to Expect From the Magic Mouse 3

Saturday March 29, 2025 10:15 am PDT by
Apple is reportedly working on a new Magic Mouse. Below, we recap what to expect. The two key rumors for the Magic Mouse 3 so far include a relocated charging port, along with a more ergonomic design. It was briefly rumored that the Magic Mouse 3 would also feature voice control, but that was misinterpreted information. Relocated Charging Port While the Magic Mouse switched from...
top stories 2025 03 29

Top Stories: WWDC 2025 Announced, iPhone 17 Pro and iOS 19 Rumors, and More

Saturday March 29, 2025 6:00 am PDT by
Apple's big developer event is a little over two months away, and rumors about what we can expect to see in Apple's next major operating system updates are becoming increasingly frequent. A public release of iOS 18.4 is also imminent with a number of updates and improvements, although we won't be getting the major Apple Intelligence Siri upgrades that had reportedly been planned for this...
Foldable iPhone 2023 Feature Homescreen

Six Things to Know About Apple's Upcoming Foldable iPhone

Friday March 28, 2025 3:54 pm PDT by
We've been hearing rumors about a foldable iPhone for almost a decade now, but it looks like we might finally see the device come to fruition in 2026. We're going to be waiting many more months for the foldable iPhone, but so far we're hearing good things. Apple wants to make it creaseless. It's taken Apple multiple years to design a foldable iPhone that it's satisfied with because Apple ...
iOS 19 visionOS UI Elements

Apple Codename Provides Clue About iOS 19's Rumored New Design

Sunday March 30, 2025 6:40 am PDT by
Multiple sources have claimed that iOS 19 will introduce a new design with more translucent buttons, menus, notification banners, and more, and there is now another clue that points towards this glass-like appearance. Bloomberg's Mark Gurman today said the new design project is codenamed "Solarium" internally. A solarium is a room with glass walls that allow in plenty of sunlight, so this...
Facebook Feature

Facebook's New iPhone App Feature Turns the Clock Back to 2007

Thursday March 27, 2025 1:59 pm PDT by
In the mid-to-late 2000s, Facebook was all about staying connected with friends and family. However, as the social media platform added new features and grew over time, that core experience began to get drowned out. That changes starting now, according to Meta, which today introduced a new feature that will "bring back the joy" of classic Facebook. Specifically, Meta has redesigned the...
Foldable iPhone 2023 Feature Homescreen

iPhone Foldable Display Said to Feature iPad-Style 4:3 Aspect Ratio

Friday March 28, 2025 3:44 am PDT by
Apple's upcoming "iPhone Fold" will feature a foldable screen with a 4:3 aspect ratio, according to a Chinese leaker who previously leaked the book-style device's display dimensions. The Weibo-based account Digital Chat Station claims that Apple will adopt a "roughly" 4:3 aspect ratio on the inner display in order to achieve consistency between the outer display, as well as to ensure parity...