Apple’s market share for renting and selling movies on iTunes is down to between 20% and 35% after being over 50% about five years ago, reports The Wall Street Journal, quoting unnamed “people with knowledge of the matter.”
Market share gains were recorded by Comcast and Amazon through its Prime service over the same time period. Across the industry, video on demand movie rental revenue in the U.S.fell 4% to $1.8 billion in 2016, while digital movie purchase sales slowed to a 21% growth rate.
Apple didn’t deny the market share statistics, but told the Journal that it focuses on providing users with content from subscription services like Netflix and HBO through the App Store. The Apple spokeswoman also said that movie rentals and purchases have increased over the last year, hitting their highest level in more than a decade.