Microsoft is shutting down its Movie and TV Store after 12 years.

For over a decade, Microsoft pursued a vision that went beyond gaming: turning the Xbox and its ecosystem into a comprehensive entertainment hub. From movies to TV shows, the Microsoft Store offered users a complete multimedia experience. But now, that era has officially come to an end.

On July 18, 2025, the Redmond company announced that it will no longer be possible to purchase or rent new entertainment content —such as movies or TV shows—through its digital store, whether on Xbox or Windows. This decision marks the definitive end of one of Microsoft's most ambitious and long-standing digital content efforts.

The project got off to a strong start. Xbox 360 and, later, Xbox One, weren't just video game consoles: they also served as Blu-ray players, streaming centers, and media-buying platforms. Microsoft even attempted to compete with services like iTunes and Google Play Movies, all under the umbrella of its Microsoft Store .

But over time, that dream began to fade. Competition grew fierce, consumer habits changed, and Microsoft began to gradually withdraw from the world of non-interactive entertainment. The closure of Grove Music in 2017 was the first sign.

One of the main concerns users had was what would happen to their previous purchases. Microsoft has confirmed that all purchased content will continue to be accessible through the Movies & TV app, which is still available in the Microsoft Store.

However, there's one important limitation: it won't be possible to transfer that content to other platforms , unlike what happens in the United States with Movies Anywhere. This means that, outside of that specific app, users won't be able to migrate their movies to other services or receive refunds for recent purchases.

The reasons behind this decision seem obvious: to focus entirely on gaming and the cloud . With services like Xbox Game Pass and the growth of its Azure infrastructure, Microsoft has chosen to redirect its efforts toward sectors that are truly paying off.

The digital film business, on the other hand, has been absorbed by giants like Netflix, Disney+, and Amazon. In this context, competing with specialized platforms is no longer a priority for the technology company.

The end of Microsoft's Movie Store marks a new stage in the company's strategy: a return to its technological roots, leaving behind its ambition to control the entire entertainment ecosystem. For users, the case serves as a reminder of how volatile digital purchasing can be. While purchased content is still available, its dependence on a single app and platform limits its longevity and accessibility.