When it comes to purchasing movies, iTunes (not Amazon) is still everyone’s de facto service according to iSuppli. With two thirds of the market under it’s control, Apple accounted for 64.5 percent for Internet video on-demand for 2010, competing with Amazon’s growing user base and Microsoft’s Xbox market.
“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.
While Apple hasn’t maintained their lead of 74.4 percent market-share since 2009, the iPad and the Apple TV have played a large role in keeping Apple at the top of their game. We imagine that with the next iPad and future updates for the Apple TV (it can’t be much of a hobby driving that 64.5 percent market share can it?), Apple will continue to deliver a seamless market experience by staying competitive in both affordability and how content is delivered. Too, what if Apple ever launches that unicorn status Apple television?