{"id":107051,"date":"2026-02-03T11:55:59","date_gmt":"2026-02-03T11:55:59","guid":{"rendered":"https:\/\/routenote.com\/blog\/?p=107051"},"modified":"2026-02-03T11:56:01","modified_gmt":"2026-02-03T11:56:01","slug":"could-itunes-be-more-popular-than-we-think-in-2026","status":"publish","type":"post","link":"https:\/\/routenote.com\/blog\/could-itunes-be-more-popular-than-we-think-in-2026\/","title":{"rendered":"Could iTunes be more popular than we think in 2026?"},"content":{"rendered":"\n

Despite streaming dominating music consumption, the latest Bloomberg report suggests there is still a market for iTunes, representing an opportunity for the music industry.<\/span><\/h2>\n\n\n\n

Before streaming became the go-to for anyone trying to listen to their favorite music, iTunes<\/a> 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\u2019 power declined as streaming rose to the forefront. Now, a new Bloomberg report<\/a> suggests iTunes continues to find some kind of audience today, even if that audience is small.\u00a0<\/p>\n\n\n\n

iTunes is still finding an audience<\/h3>\n\n\n\n

Bloomberg\u2019s 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<\/a>, 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.<\/p>\n\n\n\n

Who\u2019s using iTunes in 2026?<\/h4>\n\n\n\n

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.<\/p>\n\n\n\n

50% of iTunes customers only started purchasing music on the platform within the last decade too. That\u2019s notably after Apple Music\u2019s 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\u2019t just fans choosing to purchase their nostalgic favorites, but they\u2019re also actively deciding to purchase new music.<\/p>\n\n\n\n

But, why?<\/h4>\n\n\n\n

There\u2019s 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\u2019s digital.<\/p>\n\n\n\n

Meanwhile, purchasing a download feels like a more direct way to support an artist than adding to a stream count. That\u2019s particularly true for superfans<\/a> who are often willing to go above and beyond to support their favorite artists by purchasing any exclusive content available.<\/p>\n\n\n\n

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How to build superfans: The secret to sustaining your music career<\/a><\/blockquote>