In a surprising move, Microsoft has officially closed its Movies and TV store for Xbox consoles and Windows PCs. Starting today, users can no longer purchase new titles from this platform, though they can still access the content they previously bought.

According to Microsoft, "Downloads will continue to be available on Windows and in HD max resolution." However, users will need to rely on the Movies & TV app on Windows or Xbox to play their owned content. Accessing this content through any other service is only possible if those titles are part of Movies Anywhere in the U.S.

The shutdown has been on the radar for Xbox and Windows enthusiasts ever since Microsoft closed its Groove Music service back in 2017. The Movies and TV storefront has undergone several transformations over the years, evolving from the Zune Video Marketplace in 2006 to Xbox Video in 2012, before finally settling into the Movies & TV app that we know today.

Now, Microsoft is leaving the door wide open for competitors like Amazon, Netflix, and Apple TV to take the reins on providing movie and TV content for Windows and Xbox users. While the tech giant promises continued support for playback issues related to previously purchased content, many users are hoping that Microsoft maintains its servers for years to come.

This sudden closure raises questions about the future of Microsoft's digital content strategy. Will they pivot solely to supporting established streaming platforms, or can we expect further developments in their entertainment offerings? Stay tuned!