Skip to main content

Apple retains dominance in movie VOD market

Image used with permission by copyright holder

Though we talk a lot about Hulu and Netflix, the real winner in online video distribution may be Apple. Despite heated competition from competitors like Microsoft and Wal-Mart, the iTunes store retained a dominant share of digital movie purchases in 2010, according to IHS Screen Digest. iTunes accounted for 64.5 percent of the Electronic Sell Through and Internet Video on Demand (EST, iVOD) market during 2010, down from 74.4 percent in 2009. Apple’s continued leadership in the market is impressive considering the 60 percent growth the EST/iVOD went through in the last year.

Apple’s biggest threat: Microsoft. Thanks to the success of the Xbox 360 Kinect, Microsoft saw its share of the video market increase dramatically in the last quarter of 2010, with movie downloads on its Zune service rising substantially in the period. Other competitors like Sony, Amazon, and Wal-Mart–which owns Vudu–also made efforts to capture market share.

“The iTunes online store showed remarkable competitive resilience last year in the U.S. EST/iVOD movie business, staving off a growing field of tough challengers while keeping pace with an dramatic expansion for the overall market,” said Arash Amel, research director, digital media, for IHS. “Apple faced serious competition from Microsoft’s Zune Video and Sony Corp.’s PlayStation Store, as well as from Amazon and—most significantly—Wal-Mart. However, iTunes managed to grow because of the introductions of the iPad and the second-generation Apple TV, which have spurred the company’s movie rental offerings and have invigorated the iTunes multi-screen ecosystem. We expect that in the United States, Apple’s strong performance in iVOD will allow it to continue to bypass the video on demand services offered by many major cable operators.”

The big question is, who has it right? Will subscription streaming services like Hulu and Netflix win or will consumers move toward rental and purchase video on demand services like Vudu and Apple TV?

Jeffrey Van Camp
Former Digital Trends Contributor
As DT's Deputy Editor, Jeff helps oversee editorial operations at Digital Trends. Previously, he ran the site's…
The 50 best shows on Netflix in July 2024
Daniel reffing a fight between Johnny and Chozen on Cobra Kai.

Netflix subscribers may feel a bit put out that the streamer that invented the binge model is now doling out the sixth and final season of Cobra Kai in bite-sized parts. It's not ideal, but at least this way we don't have to wait until 2025 before checking back in with the characters from The Karate Kid and the next generation of fighters. Cobra Kai isn't only Netflix original launching its final season this week. Vikings: Valhalla has debuted its last season in its entirety, which brings the long-running saga to an end.

There are plenty of other series that you can watch among the best shows on Netflix. And you can find all of our selections below. Keep checking back every week, as we update this list on Friday mornings so you can always know what's new and where you can find your next favorite show.

Read more
The best new shows to stream on Netflix, Hulu, Max (HBO), and more
The cast of Cobra Kai.

After getting off to a slow start, July is kicking into a higher gear with the first part of the sixth and final season of Cobra Kai arriving on Netflix. That's the kind of show that can make viewers for get about other options, but Peacock wouldn't allow itself to be outdone. The Comcast-owned streamer has debuted every episode of its new gladiator-themed drama Those About To Die. And for superhero and comedy fans, Max has premiered Kite Man: Hell Yeah! -- another fun and twisted look at the funnier side of Batman's rogue's gallery.

The Boys also had its fourth season finale this week, and House of the Dragon season 2 is winding down on Max. The good news is that there are more new series on the way this month. So keep checking back every week as we update our list of the best new shows to stream.

Read more
3 great free movies you should stream this weekend (July 19-21)
Blake Lively paddles on a surfboard.

We are now one week away before Deadpool & Wolverine takes a blowtorch to the box office and burns every R-rated record that exists. Before the film world ignites, a tornado will storm the theaters thanks to the arrival of Twisters. Early reviews of Lee Isaac Chung's standalone sequel to Twister have been positive, with stars Daisy Edgar-Jones, Glen Powell, and Anthony Ramos garnering widespread praise for their performances.

This weekend will be extremely hot, meaning some of you might want to stay in your homes. If so, stream one of the thousands of free movies on free ad-supported television, also known as FAST services. The three movies below are all geared around summer horror, including two shark attack thrillers and one mystery from a master of suspense.
47 Meters Down (2017)

Read more