Do you recall iTunes? You remain a significant player in the music industry.

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      Record labels continue to structure their plans around iTunes, not because they long for the iPod days, but because over 80% of iTunes users do not subscribe to Apple Music, creating a significant audience outside of Apple’s streaming service. Those in this group are viewed by labels as straightforward buyers in the first week of a new album's release.

      The first week of an album's release is crucial, as it influences headlines, chart rankings, and public perception. A paid download can rapidly boost sales figures without the delay of accumulating streams, according to Bloomberg.

      Apple also contends that iTunes is not solely for revisiting old favorites. They claim that half of iTunes users started purchasing songs in the last decade, and almost half of the top 10,000 best-selling albums each quarter are new releases. This is why the store remains part of marketing strategies, as it continues to attract payments for current music.

      Why downloads maintain their significance

      A digital album download is counted as a full unit in Billboard's accounting, while streaming requires a significantly higher volume for equivalence. Specifically, it takes 1,000 premium audio or video streams to equal one album sale, or 2,500 streams supported by ads. One purchase therefore can equal the effect of thousands of streams.

      This advantage in conversion also sheds light on the resurgence of digital exclusives and variants. There are iTunes-exclusive editions linked to popular artists, as well as multiple digital versions available through artist stores. These packages are designed to make a download feel unique enough to warrant an immediate purchase.

      The behavior of iTunes buyers is distinct

      Listeners of digital libraries behave differently compared to typical streamers. They tend to be more likely to express that they value an artist's opinions and report higher engagement during the initial release day and week. This behavior reflects high intent during an artist's launch.

      Some buyers also see practical advantages in owning files, such as the ability to sample songs in their own music creations. Streaming services do not always offer every track, and licensing can change, so owning a file mitigates these concerns.

      A shrinking market demands precision

      Overall, downloads are still in decline. The Recording Industry Association of America reported that revenue from downloaded singles in the U.S. decreased by 0.3% year-over-year in the first half of 2025, while album downloads dropped 14%. Total revenue from digital downloads amounted to $139 million during this time, in contrast to $4.7 billion from streaming.

      Consequently, record labels are not banking on a resurgence of downloads. Their approach is more targeted: identify the remaining buyers and provide them with compelling reasons to purchase during the launch window, whether through exclusive editions, bonus content, or collectible digital variants. If you are still utilizing iTunes, keep an eye on the store during major releases; that's when you'll see the most efforts directed toward you.

      Paulo Vargas is an English major turned reporter turned technical writer, with a career that has consistently circled back to...

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