Could iTunes be more popular than we think in 2026?
Despite streaming dominating music consumption, the latest Bloomberg report suggests there is still a market for iTunes, representing an opportunity for the music industry.
Before streaming became the go-to for anyone trying to listen to their favorite music, iTunes was the place where people could buy their music online. It was the engine of the digital music revolution in the early 2000s, aimed at tackling piracy. Over time, iTunes’ power declined as streaming rose to the forefront. Now, a new Bloomberg report suggests iTunes continues to find some kind of audience today, even if that audience is small.
iTunes is still finding an audience
Bloomberg’s data suggests that there are still some people buying their music through iTunes, and it could be thanks to a bit of a push from Apple itself. According to the report, Apple has been encouraging its partners to not only use Apple Music, but also iTunes as part of their release and marketing mix. That includes when dropping exclusive or purchase-only releases that could boost their position in the charts.
Who’s using iTunes in 2026?
iTunes users tell an interesting story too. 80% of them are not Apple Music subscribers. That either points to a group of listeners who are choosing to exclusively purchase and own their music, or who use other streaming platforms alongside occasional iTunes downloads.
50% of iTunes customers only started purchasing music on the platform within the last decade too. That’s notably after Apple Music’s launch and the rise of streaming. On top of that, 50% of the 10,000 best-selling albums on iTunes each quarter are new releases. So this isn’t just fans choosing to purchase their nostalgic favorites, but they’re also actively deciding to purchase new music.
But, why?
There’s a few reasons why fans may still decide to download music. Unlike streaming, digital purchases mean you actually own your music, and for some, that ownership and collectability still has appeal even if it’s digital.
Meanwhile, purchasing a download feels like a more direct way to support an artist than adding to a stream count. That’s particularly true for superfans who are often willing to go above and beyond to support their favorite artists by purchasing any exclusive content available.
A decline overall though
Despite the audience still available through iTunes, Bloomberg does maintain that digital purchases are still on the decline. In 2025, the RIAA’s mid-2025 report revealed that digital album download revenues were down 14% year-over-year in the US, with single downloads dropping 0.3%.
Plus, streaming revenues continue to outweigh digital purchases in a big way. Digital downloads revenues, including ringtones and other digital assets, totaled $139 million in the US during the first half of 2025 compared to $4.7 billion from streaming.
Why purchases still matter
From a charting perspective, digital downloads still make sense. As Apple Insider points out, a single album purchase is effectively a thousand times more influential than a single stream. Billboard’s recently updated chart rankings mean that a single album purchase counts as one full sale. Meanwhile, one album sales requires 1,000 paid for streams, or 2,500 ad-supported streams in comparison.
Downloads tend to come from buyers with higher intent too. That makes downloads particularly relevant for release week pushes, special editions, and campaigns aimed at core fanbases rather than casual listeners.
What this means for the industry moving forward
It’s highly unlikely that iTunes will ever come close to challenging streaming’s dominance, unless a new form of music consumption makes streaming obsolete. But, the data shows there is still an active audience willing to buy music digitally, even if that number is small.
For artists and labels, it’s a reminder to keep iTunes integrated into release plans. It could just open up the opportunity to connect with superfans through exclusive digital editions and bonus drops.