Apple's iTunes platform has seen its share of video viewers drop significantly over the past five years according to a new report.
The Wall Street Journal says the platform's US market share has fallen from over 50 per cent in 2012 to between 20 and 35 per cent today.
The WSJ reports that Amazon has grown its market share from video transactional services to around 20 per cent while Comcast now occupies around 15 per cent of the market, thanks to its X1 platform.
An Apple spokeswoman told the newspaper that film purchases and rentals have increased over the past year and hit their highest level in more than a decade.
The spokeswoman also said the company is now focused on providing users apps to popular services like Netflix through iTunes app store.