Apple’s iTunes has long dominated the market for online music purchases and it seems that it holds a similar stranglehold on the market for online movie and TV show purchases as well. New data from the NPD Group shows that iTunes accounts for 65% of all online movie downloads and 67% of all online TV show downloads, putting it significantly ahead of both Amazon Instant Video, which accounts for 10% of movie downloads and 8% of TV show downloads, and Xbox video, which accounts for 10% of movie downloads and 14% of TV show downloads. NPD analyst Russ Crupnick says that iTunes has stayed on top of the online video market because “Apple has successfully leveraged its first-mover advantage and of iTunes, iOS and the popularity of iPhone and iPad” to secure an enduring market advantage.

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