Microsoft has officially removed the ability to purchase or rent movies and television shows from the Xbox Store, marking another major shift for the Xbox brand as it doubles down on its gaming focus. This decision comes during a turbulent year for Microsoft’s gaming division, which has seen studio closures, high-profile game cancellations, and a growing emphasis on hardware and exclusive games.
End of an Era for Xbox Entertainment
The move effectively ends over a decade of Microsoft offering non-gaming entertainment through its console platform. The company’s digital video service, originally introduced as Xbox Video in 2012 on Xbox 360, was a successor to the Zune brand and a precursor to the Xbox One’s ill-fated “all-in-one entertainment” positioning. That strategy, once intended to make Xbox the centerpiece of living-room entertainment, ultimately backfired as players and critics called for a greater focus on gaming. Since then, Xbox has steadily retreated from those ambitions, and this latest change reflects that continued shift.
The Entertainment tab on the Xbox digital storefront has already been removed. However, existing purchases of movies and TV shows remain accessible through the Xbox Movies & TV app, which Microsoft has indicated will remain operational for the foreseeable future.
Streaming’s Role in the Decision
While Microsoft has not provided exact figures, the decline in digital movie and TV sales industry-wide — driven by the explosive growth of streaming platforms like Netflix, Disney Plus, HBO Max, and Prime Video — likely contributed to the decision. Over the past several years, these services have displaced cable and traditional digital storefronts alike, making the Xbox Store’s entertainment offerings increasingly redundant.
Importantly, the removal applies only to Microsoft’s Movies & TV program. Third-party streaming apps continue to be available to download and use via the Apps tab on Xbox consoles.
What It Means for Users
Although purchases are still accessible, the change raises concerns about the long-term security of digital collections. As with all digital storefronts, there remains a risk that support could end at some point. Microsoft recommends users link their purchases to Movies Anywhere, which allows access to compatible movies and shows across multiple platforms.
For Xbox owners with sizable digital libraries, now is a good time to ensure collections are backed up on compatible services.
A Challenging Year for Xbox
The change arrives on the heels of several major setbacks for Microsoft’s gaming business. Earlier this month, the company implemented sweeping layoffs, shuttered its Initiative studio founded in 2018, and canceled several anticipated projects, including Everwild and Perfect Dark. These cuts stand in contrast to Microsoft’s recent unveiling of promising projects like South of Midnight, Doom: The Dark Ages, and the ROG Xbox Ally handheld device.
Taken together, the removal of Movies & TV sales underscores Microsoft’s renewed commitment to gaming as its core business, even as it continues to navigate internal challenges and market competition.
