Ask most gamers where music lives in 2026, and the answer is obvious: streaming. Spotify playlists during ranked matches, Apple Music in the background while grinding RPGs, YouTube loops for chill sessions. By that logic, iTunes should be a fossil from another era. But a new report suggests that assumption is flat-out wrong—and for gamers, the reasons behind iTunes’ staying power are surprisingly relatable.



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According to fresh stats shared by Apple and highlighted in recent reporting, iTunes continues to find a meaningful market despite the dominance of streaming platforms. One number jumps out immediately: over 80% of iTunes users are not Apple Music subscribers. That’s not a rounding error—that’s a massive audience deliberately choosing downloads. For gamers, this mirrors a familiar behavior. Plenty of players ignore subscription libraries and buy games outright because ownership feels safer than access.



Apple has reportedly been encouraging record labels to think this way too. Instead of focusing solely on Apple Music subscribers, labels are being nudged to market albums directly to iTunes users, especially during release week. Why? Because those users represent “fresh eyes and ears.” It’s the same logic behind targeting players who buy day-one copies instead of waiting for a title to hit Game Pass or PS Plus.



The demographics are also more modern than you might expect. An Apple spokesperson revealed that half of iTunes customers started buying songs within the past ten years—after Apple Music launched. That means streaming didn’t kill iTunes; it clarified its role. Even more telling, almost 50% of the top 10,000 best-selling albums on iTunes each quarter are new releases. This isn’t just people rebuying the soundtracks of their youth. It’s active engagement with current music.



For gamers, this aligns with how soundtracks, esports anthems, and artist collaborations drop alongside new titles. When a track really hits—maybe tied to a launch trailer or a viral Twitch moment—some fans want to own it permanently. Streaming is convenient, but licenses change, catalogs rotate, and content disappears. Gamers know that pain all too well.



Apple’s strategy is interesting here. While Apple Music continues to push aggressive offers like three months free, the company is simultaneously promoting iTunes behind the scenes. That suggests Apple sees value in serving both types of users: those who rent access and those who buy permanence.



From a practical angle, gamers often prefer prepaid, flexible spending options across digital ecosystems. Using something like an Apple iTunes Gift Card fits neatly into that mindset, allowing players to pick up music, soundtracks, or media without adding another recurring subscription to the pile.



Ultimately, iTunes’ resilience is about control. Just as gamers argue endlessly about physical copies versus digital licenses, music fans are making similar choices. Streaming may dominate the conversation, but iTunes quietly proves there’s still demand for ownership. And for gamers who think long-term—about libraries, access, and permanence—that’s a lesson worth paying attention to.