Horace Dediu of Asymco writes,

Apple states that the movie download rate is 350k/day. My estimate  was only about 126k/day.

As a result, my new estimate for the rate of spending on iTunes video is about $1.75 billion/yr. This is much more substantial than prior estimates mainly because movies are much more valuable. A tripling of the download rate shows up as a significant rise in the profile of video vis-à-vis the other media types.

Apps, music, and software are still king, but video on demand is still a growing source of revenue for Apple.