Microsoft Shuts Down Xbox Movies & TV Store in Strategic Shift
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Microsoft has quietly discontinued its Xbox Movies & TV store, marking the end of a decade-long service that allowed users to purchase and rent films and TV shows directly through their consoles. The move, which was not formally announced, reflects the company's broader pivot toward subscription-based streaming and gaming services.
According to Engadget, the storefront was removed in early July, with Microsoft redirecting users to the Microsoft Movies & TV app for remaining purchases. However, existing content will still be accessible through the app or other linked Microsoft accounts. The decision aligns with the industry-wide shift away from transactional video-on-demand (TVOD) platforms in favor of subscription models like Netflix, Disney+, and Microsoft's own Xbox Game Pass.
Additional reporting by The Verge confirms that Microsoft has been gradually deprioritizing its standalone media store in recent years, focusing instead on partnerships with third-party streaming apps available through the Xbox platform. Analysts suggest the closure was inevitable as consumer preferences moved toward all-you-can-watch services over individual purchases.
While the shutdown may disappoint some longtime users, Microsoft emphasizes that its ecosystem still supports major streaming platforms, ensuring Xbox remains a hub for entertainment—just no longer as a direct retailer of digital films and shows.
