August 23, 2011 at 06:09 PM EDT

In the wake of rising competition from Microsoft’s Zune Video Marketplace, Sony’s Playstation Store, and Amazon’s new video services, Apple’s iTunes store had seen a two-year decline in its share in the digital-movie-sales market, but as reported in Variety, new research from IHS Screen Digest shows that Apple’s market share has ascended to 65.8 percent in the first six months of 2011. Wal-mart’s Vudu marketplace also gained considerable market share — 5.3 percent, a massive increase over the 1 percent it controlled in early 2010. IHS reported overall growth in the digital-sales category, which includes streaming rentals or full-on digital downloads; it will be interesting to see if the market continues to grow, especially in light of the expanding popularity of subscription models like Netflix, Crackle, Hulu Plus… well, like Netflix, at least.

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