CNBC AI News, July 21 – Microsoft is officially pulling the plug on its “Movies & TV” store, CNBC has learned. The tech giant announced that users will no longer be able to purchase new digital entertainment content through the Microsoft Store on Windows or the Xbox application.
Launched in October 16, 2012, Microsoft’s “Movies & TV” service entered the digital film arena with offerings of ultra-high-definition movies and television shows for rent or purchase. This represented Microsoft’s significant foray into the digital media landscape, positioning itself against rivals such as Apple’s iTunes Store, Google TV, and Amazon Prime Video.
Accessible on Windows 8 and later PCs, as well as Xbox consoles, the service allowed users to consume content across Microsoft’s ecosystem.
After a 12-year run, Microsoft is sunsetting the store. In a statement, the company confirmed it “will no longer offer new entertainment content (movies and TV programmes) for purchase from the Microsoft Store on Windows and the Microsoft Store on Xbox.”
However, users will retain access to previously purchased content through the Movies & TV app on their Xbox or Windows devices.
This move marks another retreat from the streaming entertainment space for Microsoft. Eight years ago, the company shuttered its Groove Music streaming service (formerly Xbox Music). The closure of the “Movies & TV” store effectively signals Microsoft’s formal exit from competing in the direct-to-consumer streaming market, perhaps acknowledging the dominance of subscription-based platforms and the challenges of building a profitable transactional video business.
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