A new report from The NPD Group shows that despite the best efforts of some enormous competitors, the online rental service holds a 61 percent market share in the streaming movie field so far this year.
Comcast came in a distant second in the category, which includes both downloaded and streamed films, with 8 percent. DirecTV, Time Warner Cable, and Apple tied at third with 4 percent each. Digital video now makes up one quarter of all home video volume, according to the market research company.
"Sales of DVDs and Blu-ray Discs still drive most home-video revenue, but VOD and other digital options are now beginning to make inroads with consumers," said Russ Crupnick, entertainment industry analyst for NPD. "Overwhelmingly digital movie buyers do not believe physical discs are out of fashion, but their digital transactions were motivated by the immediate access and ease of acquisition provided by streaming and downloading digital video files."