NPD has released a new report about the U.S. online digital video market for 2012, and finds that Apple continues to lead the market in both digital purchases and rentals.
In looking at purchased content, Apple holds a commanding 67% of the TV show market and 65% of the movie market, with its closest competitors Xbox Video and Amazon each holding roughly 10% of the market.
Competition in the rental market has increased, yet Apple still holds the lead with a 45% share of the market in digital movie rentals. Amazon holds a distant second place with 18%. VUDU took third place with 15%, and Xbox was fourth with 14%
“Apple has successfully leveraged its first-mover advantage and of iTunes, iOS and the popularity of iPhone and iPad to dominate the digital sale and rental markets for movies and music,” said Russ Crupnick, senior vice president of industry analysis at NPD. “While worthy competitors have come along, no other retailer has so thoroughly dominated its core entertainment product categories for so long.”
iTunes share of electronic sell-through (EST) for television shows hit 67% in 2012. Apple’s nearest competitor, Xbox, took 14% of the market. Full-length movie EST showed iTunes with a 65% share of EST, with Amazon and Xbox Video far behind at 10% each.
NPD’s study did not include subscription services such as Netflix, or on-demand content from cable and satellite providers.
