Microsoft announced it will stop selling films and television series through its Movies & TV app on Windows PCs and Xbox after nearly two decades of operating a digital storefront.
End of a long-running storefront
The company traced its storefront roots back to 2006, when it sold movies and shows via Zune Marketplace. In 2012 the service became Xbox Video and later, in 2015, it was rebranded as the Movies & TV app for Windows and Xbox.
Microsoft updated support documentation on both its app support page and the Xbox site to reflect the discontinuation, but the company did not provide a reason for ending sales. A Microsoft spokesperson declined to comment when contacted, according to reporting.
What happens to previously purchased titles
Microsoft said customers who already bought films and series will retain access to those purchases through the Movies & TV app on Windows and Xbox. Downloads will remain available and in maximum resolution, and the company will continue to provide support for content already bought.
However, customers will no longer be able to purchase films or series through the app going forward. Microsoft also stated that refunds for past purchases will not be issued and there is no option to transfer purchased content to other streaming services.
For U.S. customers, eligible purchases may be accessible via the Movies Anywhere cloud service.
Separate note: Netflix and generative AI
In unrelated industry news, Netflix’s co-CEO Ted Sarandos acknowledged the use of generative AI tools on the Argentine series O Eternauta during the company’s second-quarter results presentation. Sarandos defended the technology as a strategic bet for Netflix and said that while people may not necessarily lose jobs, they will need to adapt to new tools.
Further details about which scene in O Eternauta used AI were reported in the coverage linked to the company’s disclosure.
