Microsoft has announced the discontinuation of its Movies & TV digital storefront on Xbox consoles and Windows devices, a decision set to take effect on July 18, 2025. This closure will end the ability for users to purchase new movies and television shows through the Microsoft Store on both Windows and Xbox platforms. However, users can still access their previously purchased content via the Movies & TV application on their existing devices.
The termination of the storefront will impact all new entertainment content acquisitions on Microsoft.com, as well as the Microsoft Store on Windows and Xbox. Despite this change, users will retain full access to their existing digital libraries through the Movies & TV application, and downloaded content will continue to function on Windows systems at a maximum resolution of HD. According to Microsoft’s support documentation, “Downloads will continue to be available on Windows and in HD max resolution.” The company reassures users that they “can continue to enjoy your previously purchased movies and TV shows using the Microsoft Movies & TV app on your Xbox or Windows device.”
Microsoft’s technical framework ensures backward compatibility for existing purchases, allowing Xbox users to continue playing their personal videos. Windows users will also maintain access to playback functionality, including the ability to play downloaded content. The Movies & TV application will serve as the sole platform for accessing purchased entertainment content.
In terms of financial policies, Microsoft has confirmed that its refund policy will remain unchanged. As stated in the official documentation, “Per the Microsoft Store Terms of Sale, Movies and TV shows are ineligible for refunds.” Users who encounter technical issues with previously purchased content are encouraged to reach out to Microsoft Support for assistance.
For residents in the United States, there are content portability options available through Movies Anywhere, which allows users to connect select purchased movies with other Movies Anywhere retailers. However, direct migration of content to alternative services is largely unavailable for most users. Meanwhile, Microsoft’s Xbox and Windows stores will continue to host third-party entertainment services, including transactional platforms such as Amazon Prime Video, Apple TV, and Fandango at Home. These services will now serve as the primary avenues for new entertainment content purchases within Microsoft’s ecosystem.
This decision marks a strategic pivot away from first-party entertainment retail operations. The Movies & TV storefront has its roots in the Zune Marketplace, which launched in 2006, evolving through Xbox Video in 2012 before becoming the Movies & TV application and store in 2015. This closure comes after nearly a decade of operation and follows a broader trend at Microsoft of discontinuing consumer media services, as seen previously with the shutdown of Groove Music in 2017. Such developments have raised questions among Xbox and Windows users regarding the longevity of the Movies & TV store.
As digital entertainment distribution increasingly shifts toward subscription-based streaming models, Microsoft continues to maintain server infrastructure for existing content libraries. The company is committed to providing ongoing support for previously purchased content through established channels. Users experiencing playback issues can seek assistance from Microsoft Support. It is important to note that the Movies & TV application will require continued server connectivity for content authentication and delivery. While Microsoft has not disclosed specific timelines for server support, industry standards suggest that major platforms typically maintain legacy content servers for several years following service discontinuation.
Content licensing agreements between Microsoft and entertainment studios will dictate the availability periods for purchased titles. These agreements may include expiration dates that could impact long-term access to specific content, independent of Microsoft’s server infrastructure decisions.
Timeline
Complex marketing terminology explained
Connected TV (CTV) advertising: Advertising delivered through internet-connected television devices and streaming platforms, allowing for precise audience targeting based on viewing behavior and demographic data.
Demand-Side Platform (DSP): A software system enabling advertisers to purchase digital advertising inventory across multiple exchanges through automated bidding processes.
Programmatic advertising: An automated method for purchasing and optimizing digital advertising space using algorithmic decision-making and real-time bidding technology.
Performance Max campaigns: Google’s AI-powered campaign type that optimizes advertisements across all available Google inventory using machine learning algorithms.
First-party data: Information collected directly from customers through owned touchpoints, providing high accuracy for advertising targeting.
Audience segmentation: The process of dividing consumer populations into distinct groups for more precise advertising targeting and messaging.
Real-time bidding (RTB): An instantaneous auction process for buying and selling advertising inventory on a per-impression basis.
Attribution modeling: A systematic approach to assigning conversion credit across multiple touchpoints in the customer journey.
Conversational AI advertising: An emerging approach that integrates interactive, dialogue-based experiences powered by AI into marketing campaigns.
Cross-platform optimization: A strategy that coordinates advertising campaigns across multiple digital channels to maximize overall performance while avoiding audience overlap.
Summary
Who: Microsoft Corporation, impacting Xbox and Windows users globally, particularly those who purchase entertainment content and digital advertising professionals.
What: Complete shutdown of the Movies & TV digital storefront, ceasing new entertainment content purchases while preserving access to previously purchased titles.
When: Effective July 18, 2025, with the announcement made on the same date through official Microsoft support documentation.
Where: Microsoft Store on Windows, Xbox consoles, and Microsoft.com, affecting users globally across all supported regions.
Why: A strategic realignment toward AI-powered advertising solutions and partnerships with third-party entertainment services, moving away from first-party digital content retail operations as part of broader platform consolidation efforts.
