Nowadays, it is much easier to find people who subscribe to some kind of service streaming of film or music than those who regularly rent / buy these media. In the specific case of iTunes Store, there is already a great battle between it and the streaming of music; now, the same thing is happening with video content.
As the The Wall Street Journal (closed matter for subscribers), the iTunes (Movie) Store it had around 50% of the market in 2012 and today it has between 20% and 35%. According to reports, this would have happened due to the growth of competition, which would be the services of Amazon, Comcast and others.
While Apple is losing ground, Amazon has skyrocketed and now has 20% of the market thanks to Amazon Prime, its subscription service, as well as the Amazon Video catalog. Comcast, a large pay-TV company that lets you rent / buy videos through its set-top boxes (something like NET NOW here in Brazil), managed to reach 15% of the market. Still, it appears that this decline in Apple's service does not affect its entire catalog:
Interestingly, Apple's loss of market share in the digital film business does not span all genres, according to sources. Apple promoted independent films and signed exclusive rights deals, some of which were produced outside the large studio system, making it a stronger competitor in that space.
As always, Apple was approached to comment on this drop, but a company spokesman just explained that Ma is focused on providing video content to customers on subscription services like Netflix and HBO on the App Store. In addition, according to the company, purchases and rentals of movies on the iTunes (Movie) Store have increased over the past year and have reached their highest level in more than a decade.
Although this statement seems contradictory, no: the WSJ It also revealed that the entire digital media rental and purchase market grew by about 12% last year, raising US $ 5.3 billion in the United States. So, even though Ma has lost a share of the market, all of it is still increasing and it is going with the wave.
However, even though the purchase of films increased 21%, raising US $ 3.5 billion, there was a decrease in relation to 2015, when the increase was 29%. An even worse number was that of title rental, which declined by 4%, even losing US $ 1.8 billion thanks to the infamous credit services. streaming like Netflix and the like.
Apple's market loss has nothing to do with the decline in the entire market, but both aspects do affect the company. It is worth remembering that all the data above refer to the USA, only.
Obviously, Apple is not silly or anything. It is attentive to the market and, while filling its service streaming video content music, at the same time it hired two big names in the video market streaming of videos from Ma.