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UltraViolet logo

UltraViolet was a cloud-based digital rights locker for films and television programs that allowed consumers to store proofs-of-purchase of licensed content in an account to enable playback on different devices using multiple applications from several different streaming services.[1] UltraViolet also allowed users to share access to their library with up to five additional people. UltraViolet was deployed by the Digital Entertainment Content Ecosystem (DECE),[2][3] an alliance of 85[citation needed] companies that included film studios, retailers, consumer electronics manufacturers, cable television companies, internet service providers (ISPs), internet hosting vendors, and other systems and security vendors,[4] with the notable exceptions of Walt Disney Studios, Google, Amazon, MGM, and Apple.

On January 31, 2019, DECE announced that UltraViolet would shut down on July 31, 2019. This shutdown came after the launch of Movies Anywhere over a year earlier, along with Fox, Universal, Lionsgate, Paramount, and Warner Bros. beginning to drop out of issuing new UV rights for their films during that time period.[5]

Operation

[edit]

To use UltraViolet, consumers needed to create a free account, either through a participating UltraViolet service provider, or through the official website. An UltraViolet account was a digital rights locker where licenses (effectively receipts) for purchased content were stored and managed irrespective of the point of sale. The account holder was allowed to share their library with 5 other users, which were called members.

Consumers could acquire UltraViolet rights by purchasing a physical disc that included an UltraViolet activation code, by purchasing a movie directly from an electronic retailer (a.k.a. EST, or Electronic sell-through), or by using a disc to digital service (D2D). Disc to digital services allowed consumers to insert a DVD or Blu-ray into their computer's disc drive, scan it to verify ownership, and then add it to their UltraViolet collection for a fee. Several retailers including Vudu and CinemaNow offered this service. Flixster had been offering a D2D service as well, but it was suspended once Fandango acquired Flixster in early 2016 and another independent movie streaming service, M-GO.[6]

Consumers could then stream or download their UltraViolet content from any participating retailer. Former participating retailers are listed in the table below.

The UltraViolet digital locker did not store video files, and was not a "cloud storage" platform. Only the rights for purchased content were stored on the service. UltraViolet only coordinated and managed the licenses for each account, but not the content itself. By creating a digital-rights locker rather than a digital media storage locker, UltraViolet bypassed the cost of storage and bandwidth used when the media is accessed and passed that cost on to various service providers.

Content partners

[edit]

Five of the then "Big Six" major film studios (now the "Big Five" since 2019) and "mini-major" Lionsgate were members of DECE, and released their content with UltraViolet rights.[7] Other minor film and television studios released their programming and movies with UltraViolet rights, but were not DECE members.

Despite Fox merging with Disney in 2019, Walt Disney Studios was never a member of DECE, and did not release any of their films with UltraViolet rights. On February 25, 2014, Disney launched a competing digital movie locker system called Disney Movies Anywhere that allowed any Disney movie purchased or redeemed at any participating provider to be played using all other DMA providers. DMA providers included iTunes, Vudu, Google Play, Amazon Video, and Microsoft Movies & TV. On October 12, 2017, Disney Movies Anywhere was expanded to include movies from a number of non-Disney studios, thus forming a full-fledged UltraViolet competitor. This service is now called Movies Anywhere to reflect the expanded scope of content.

UltraViolet digital retailers

[edit]

UltraViolet content was available from several movie streaming services.[8] Some services offered downloads that could be saved to PCs, tablets, gaming consoles, or phones for offline viewing. Below is a table of all the streaming providers and the countries they serve.

Content could also be streamed over the Internet to an unlimited number of devices, depending on the content license rights held by the streaming provider.[9]

Comparison of streaming providers

[edit]
Resolution Disc to Digital Movies Anywhere Availability by Country
SD (480p) HD (720p) HDX (1080p) UHD (4k)
VUDU Yes Yes Yes Yes Yes Yes US
FandangoNow (previously M-GO) Yes Yes Yes Yes No Yes US
Flixster Video Yes Yes Yes No No No UK, CA, FR, DE, NZ, IE, CH, AT, AU, BE, NL, LU

Other less notable streaming providers include: Kaleidescape, Verizon Fios On Demand, Videociety, and Nolim Films.

Player support of streaming providers

[edit]
Set-top box Video game console Smartphone / Tablet
Roku Apple Google Amazon Microsoft Sony Apple Google Microsoft
Apple TV Chromecast Android TV Fire TV Xbox 360 Xbox One PS3 PS4 iOS Android Windows Phone
VUDU[10] Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes [11] Yes[12] Yes
FandangoNow (previously M-Go) Yes AirPlay Yes Yes No No Yes No No Yes Yes No
Flixster Video No AirPlay Yes No No No No No No Yes Yes No

Download capability

[edit]

Some Ultraviolet streaming providers offered the capability to download movies and TV shows. They had their own proprietary video formats, and they were not cross-platform. They had to be downloaded and played within their own proprietary PC, Mac, iOS, or Android apps.

The Ultraviolet Common File Format (CFF) was planned, but never launched. The CFF was an attempt by the DECE to allow downloaded video files to be copied between devices, stored on physical media (e.g. DVDs, SD cards, flash memory) or online backup services. They were intended to be playable on any UltraViolet authorized device (e.g. Blu-ray, streaming media player, Smart TV', or mobile device) or software player registered to the household Ultraviolet library.

A 2015 simplification of the UV ecosystem made the Common File Format optional for studios and streaming providers. CFF was never supported by any retailers nor was it ever released to a consumer audience.

Selected DRM technologies

[edit]

UltraViolet Streaming providers were free to choose whatever DRM technologies they wanted to use for streaming and downloads.

DECE approved six DRM technologies for use in conjunction with the proposed common file format, which was never launched.

The selected DRM technologies were:

  • Google Widevine DRM, chosen for its strong position on set-top boxes
  • Marlin DRM, chosen for its compatibility with many Connected TVs
  • OMA CMLA-OMA v2, chosen for its strong position on mobile devices
  • Microsoft PlayReady, chosen for its wide availability on PC and CE devices
  • Adobe Primetime DRM, chosen for its wide availability on PC devices
  • DivX DRM[13]

History

[edit]

2010

[edit]

In September, Mitch Singer, the President of DECE, announced the upcoming launch of the "UltraViolet" system in an interview with Home Media Magazine.[14]

2011

[edit]

In January, a number of major film studios announced support for UltraViolet. They were: Warner Bros, Sony Pictures, Fox, Universal, Paramount, and Lionsgate. The notable exception was Walt Disney.[15]

On October 11, the UltraViolet system launched with the Warner Bros release of Horrible Bosses, the first UV title. Flixster re-launched as the first UltraViolet streaming service.[16] Sony subsequently released its first two UV titles in December, The Smurfs and Friends with Benefits.[17] Universal soon followed with the release of its first UV title, Cowboys & Aliens.[18]

In December, UltraViolet launched in the UK with the Warner Bros release of Final Destination 5.[19]

2012

[edit]

At the Consumer Electronics Show in January, Amazon became the first major retailer to announce support for UltraViolet.[20] The DEG reported that 750k accounts had been created in the first 3 months.[21]

In January, Paramount released its first UV title "Paranormal Activity 3" [22] and in April DreamWorks Animation became the seventh studio to join the UltraViolet initiative with "Shrek", "Madagascar", "Kung Fu Panda" and "How to Train Your Dragon".[23] Also in April, Vudu (operated by Walmart) became the first major UltraViolet retailer by adding UV rights to thousands of films. Walmart also launched an in-store "Disc to Digital" service, with more than 4,000 titles initially.[24]

Between August and September, Lionsgate and 20th Century Fox released their first titles on UV.[25][26] UltraViolet surpassed 5 million users and 7,200 titles on September 20.[27]

Redbox announced a partnership with UltraViolet for its new Redbox Instant streaming service on October 25. Ultraviolet support never materialized, and the service shut down on October 7, 2014.[28]

On October 30, Barnes & Noble announced it would launch an UltraViolet enabled electronic video store for its new Nook HD tablet.[29]

Best Buy's CinemaNow became the second major UV retailer on November 24.[30] CinemaNow launched an in-home Disc to Digital service (in beta) in December.[31]

2013

[edit]

In January, DreamWorks Animation and Technicolor launched M-GO, a new streaming platform with UV capability,[32] and Cineplex became the first UltraViolet retailer in Canada.[33]

In April, Best Buy announced a deal to make its UV ready Cinema Now service available in Canada.[34] In May, UltraViolet launched in Australia and New Zealand,[35] Kaleidescape opened a UV ready video download store,[36] and 20th Century Fox announced it would offer Digital HD UltraViolet rights with all new films.[37]

In September, CinemaNow launched its Disc to Digital service in Canada.[38] and Target Ticket launched with UltraViolet capability.[39] Ultraviolet expanded to France, Germany, Austria, and Switzerland in November.

2014

[edit]

In January, DECE launched a revamped UltraViolet website with new features.[40] On February 25, Disney launched Disney Movies Anywhere, a streaming service.[41] The next day, Mitch Singer, the President of DECE, stated that the new Disney Movies Anywhere service would not prohibit Disney from offering UltraViolet titles in the future.[42]

At the end of March, Vudu became the first UV retailer to offer Google Chromecast support for UltraViolet content.[43] Flixster also became a retailer for UV in March.[44]

In May, Vudu introduced a new feature that allowed UltraViolet users to share their movies with up to five friends.[45] Also in May, Flixster became the first UV retailer to support Apple Airplay.[46]

In October MGM began to offer UV rights for several of its catalog titles. Also in October, Tesco's BlinkBox became the first official UV retailer in the U.K.[47]

On Nov. 12, KnowHow, a UK streaming movie provider, relaunched as CinemaNow and added Ultraviolet support.[48] Also in November Verizon FIOS on Demand introduced UltraViolet capability.[49]

2015

[edit]

On January 6, The DEG announced that UltraViolet grew 30% in 2014 to 21 million accounts.[50]

French supermarket chain Carrefour opened a digital video store with UltraViolet functionality called Nolim Films on January 27.[51]

Target Corporation shut down its Target Ticket service on March 7, and allowed users to transfer their purchases to CinemaNow and Disney Movies Anywhere.[52]

UltraViolet surpassed 22 million users on May 25.[53]

Australian UV Partner EZYFlix.tv closed down on August 18.[54]

2016

[edit]

On Jan 6, The DEG reported that UltraViolet accounts grew by almost 20 percent in 2015 to hit more than 25 million with 165 million movies and television shows in UltraViolet libraries.[55]

On January 29, Fandango acquired the M-GO movie service, and planned to re-launch it later that year under a new name.[56]

On March 3, Barnes and Noble announced that it would shutter its Nook Video Store on March 15.[57]

On March 30, M-GO became Fandango Now and launched Airplay support.[58]

On April 4, BlinkBox —owned by TalkTalk— stopped supporting the PlayStation 3.[59]

On June 29, an update was released for the Nvidia Shield Android TV console that enabled support for the Vudu app. Vudu became the first UltraViolet service available on the popular device.[60]

On Sept 1, the Cineplex Store stopped offering Ultraviolet services.

2017

[edit]

On March 20, JB Hi-Fi NOW Video service announced that it would close on 13 April 2017.

On March 23, Vudu expanded its Disc to Digital service. Users could now convert their movie library using the Vudu app on a mobile phone.[61] They also announced that the in-store Disc to Digital program would be suspended on April 1.

As of March 27, UltraViolet accounts grew to 28 million.[62]

In April, it was noticed that movies from Relativity Media that were distributed by 20th Century Fox, were no longer UV enabled. If you had purchased/redeemed the movie prior to the removal of UV rights, the movie remained in your UV locker.

In late May, Universal Studios began referring to UltraViolet as only "Digital HD" on the back of its Blu-ray releases. 20th Century Fox started this practice in 2016. Both studios films were still UltraViolet enabled at select retailers.

On July 1, it was reported that UltraViolet surpassed 30 million users.[63]

In mid-July, CinemaNow removed UV support for all movies. Questions to UltraViolet were answered with the response, "CinemaNow is not participating in UV at this time."

On August 1, the CinemaNow website began redirecting to Filmon.tv, a Live TV streaming service in the UK.

On August 21, U.S. Flixster Video announced "As of August 28, 2017, Flixster Video will no longer support code redemptions or streaming and downloading of content. Redeem codes and access your Flixster video collection after that date by signing up or logging into Vudu or FandangoNOW."

On August 22, Vudu launched their AppleTV app, which became the first app to support UltraViolet movies and TV shows on the Apple TV platform.[64]

On October 12, 2017, it was announced that Disney Movies Anywhere would expand to include non-Disney studios under the name Movies Anywhere, with 20th Century Fox, Sony Pictures, Universal, and Warner Bros. joining Disney as initial partners, and Lionsgate and Paramount Pictures expressing interest.

On November 28, digital releases of Detroit and Patti Cake$ were the last films released by 20th Century Fox Home Entertainment to receive UV rights, while Kingsman: The Golden Circle was the first to be released without UV rights.

2018

[edit]

January 2, the first U.S. digital releases of 2018 from Universal Pictures were released without UV rights. Joining 20th Century Fox as the second studio to drop UV rights for new releases.

From 15 January 2018 the Ultraviolet service was no longer available on TalkTalk TV.[65]

March 13 - FandangoNow joined MoviesAnywhere, and stopped offering UV rights for MA affiliated studios' films.[66]

July 11, Twentieth Century Fox stopped issuing UV rights for all new purchases for catalog titles that were previously UV enabled.[67]

July 17, Lionsgate titles released on or after July 17, 2018, would no longer be available on UltraViolet.[68]

Sept 18, Universal Studios stopped issuing UV rights for all new purchases for catalog titles that were previously UV enabled.[69]

December 11, 2018, Paramount stopped issuing UV rights for all new releases moving forward. One week after, the final UV title was released with Mission: Impossible – Fallout.[70]

2019

[edit]

On January 30, Variety reported that DECE would shut down UltraViolet on July 31, 2019, with DECE officially confirming the news the next day.[71] Users that had at least one major retailer, like Vudu, connected to their UV account would be able to maintain streaming rights to movies and TV shows redeemed via the platform through those retailers.[72]

On January 31, Sony Pictures Store shut down its website and discontinued all related operations in the U.S. except for their ULTRA 4K app.[73]

On March 4, Verizon ended the linking of any additional Fios accounts with UltraViolet. Existing Fios accounts already linked to UltraViolet were not affected.[74]

On March 13, Warner Bros. stopped issuing UV rights for all new purchases of catalog titles that had previously been UV enabled.[75]

On March 18, Paramount Pictures issued a notice that the ability to rent, buy, or playback films via ParamountMovies.com would cease effective immediately. Additionally, redemption of digital copies began redirecting users to either Vudu or FandangoNow.[76]

On March 27, Verizon ended UltraViolet services on Fios. Titles that had previously imported into Fios library via UltraViolet remained unaffected.[77]

On April 18, Sony Pictures informed customers via email and directly via the ULTRA 4K app that effective immediately new account sign-up, purchase, and redeem functions were to be removed from its TV and Windows apps. Customers could still use the ULTRA 4K app to stream films and TV shows in their UV library.[78]

On May 31, 2019, Kaleidescape disconnected from UltraViolet. Any titles purchased at other retailers that had previously imported from UltraViolet remained in the Kaleidescape library.[79]

On July 26, 2019, Flixster Video informed its non-US subscribers by email of the impending UV shutdown on July 31, 2019. Flixster Video assured its subscribers that the shutdown of UltraViolet would not impact the titles already in the subscribers' Flixster collection. Flixster Video also went on to announce of its own shutdown late in 2019 (a date was not mentioned) and that arrangements had been made with Google Play to enable migration of available videos on subscribers' Flixster account to Google Play. They mentioned that they had expected the migration process to be available in July, but was not ready yet.

On July 31, the Ultraviolet website was available for the last time for subscribers. The website was closed on the next day on August 1, 2019.

On September 24, 2019, Flixster Video informed its non-US subscribers by email that it was planning to shut down its website, applications and operations on December 18, 2019. In the email, Flixster Video also announced that the arrangement for transfer of subscribers' videos to Google Play was ready. A link to start the migration process to Google Play was embedded in the email. Flixster's website provided information and instructions about migrating to Google Play. Flixster urged subscribers to complete the migration process to Google Play as soon as possible. They also mentioned that playback of subscribers videos would still be available through Flixster video until shutdown.

After the demise of Ultraviolet, current Paramount releases with a digital code have featured a portal on Paramount's home entertainment website where a choice of retailer redemption can be made (usually either iTunes, Google Play Movies/YouTube or Vudu), while Lionsgate currently requires the download of an app and requires the reception of their newsletter list via email to confirm the ownership of a title before the choice of retailer redemption is made; MGM films often depend on the actual home video distributor contracted by MGM to release each individual film (although some MGM films like Missing Link and Booksmart also end up in Movies Anywhere, usually through 20th Century Fox Home Entertainment).

On October 1, FandangoNOW completed transferring over UV titles to users' regular Movies and TV libraries and removed the Ultraviolet links from their website and apps.

See also

[edit]

References

[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

UltraViolet (website)

View on Grokipedia
from Grokipedia
UltraViolet was a cloud-based digital locker service designed to allow consumers to store proofs-of-purchase for licensed digital copies of films and television programs, enabling access to that content across multiple devices and compatible platforms. Launched in 2011 by the (DECE), a comprising major Hollywood studios such as Warner Bros., , and —though initially excluding —it aimed to standardize digital movie ownership and combat fragmentation in the home entertainment market. The service facilitated linking physical media purchases, like DVDs and Blu-rays containing digital codes, to users' accounts, where content could then be streamed or downloaded via partnered retailers including Vudu and . Despite early promise as a unified solution for digital libraries, UltraViolet struggled with low and from services like . On January 31, 2019, DECE announced the service's closure, with operations ceasing on July 31, 2019, after which users were advised to migrate their libraries to compatible retailers to preserve access to their collections.

Overview

Purpose and Functionality

is a cloud-based locker service designed to store proofs-of-purchase, or licenses, for digital films and television shows, rather than the content itself. This system enables users to maintain ownership records of their media purchases in a centralized online account, facilitating seamless access without the need to store files locally. Developed by the Digital Entertainment Content Ecosystem (DECE) consortium, it addresses the challenges of fragmentation by providing a standardized platform for license management. The core functionality of UltraViolet allows users to access their licensed content across a variety of devices, retailers, and streaming providers without requiring repurchases for each platform. Once a license is added to a user's account—typically through redemption codes from digital or physical purchases—the content can be streamed or downloaded via compatible services, promoting portability and convenience in the entertainment ecosystem. For family use, the service supports up to five sub-accounts linked to a primary account, enabling shared access while maintaining individual viewing preferences and restrictions. UltraViolet integrates with physical media through disc-to-digital programs, where users can link DVDs or Blu-ray discs to their accounts to obtain corresponding digital licenses, often for a nominal fee. This feature bridges traditional and digital , allowing physical collections to be augmented with cloud-based access options. Overall, the service aims to standardize digital movie , reducing market fragmentation and empowering consumers with greater control over their media libraries across evolving distribution channels.

Development and Launch

The Digital Entertainment Content Ecosystem (DECE) was established in September 2008 as a aimed at creating a standardized system for digital entertainment distribution. Founding members included major Hollywood studios such as Warner Bros. Entertainment, Entertainment, 20th Century Fox, NBC Universal, and , alongside retailers like and Wal-Mart, and technology firms including , , and SanDisk. The initiative, led by Mitch Singer, then-chief technology officer at , sought to address fragmentation in by developing a common framework for content access across devices and platforms. Lionsgate later joined the as an additional studio participant. On July 19, 2010, DECE president Mitch Singer announced the branding of the system as , positioning it as a unified digital locker that would allow consumers to purchase and access movies and TV shows across multiple retailers and devices without compatibility issues. This reveal built on earlier efforts, including the July 2010 unveiling of the technical specifications, and emphasized as a core feature to standardize digital rights. From the outset, notable exclusions included Studios, Apple, Amazon, , and , which opted out due to competing proprietary ecosystems or strategic differences, limiting the consortium's scope despite broad industry involvement. UltraViolet officially launched in the United States on October 11, 2011, with Warner Bros.' Horrible Bosses serving as the inaugural title available for purchase in physical and digital formats linked to the locker system. The rollout began with limited retailers and services, including and VUDU, enabling users to or content tied to their account. Initial expansion to international markets followed shortly, with the rollout commencing in December 2011 through Warner Bros.' release of Final Destination 5 on December 26, marking the first UltraViolet-enabled title outside .

Operation

Account Management and User Features

Users create a free UltraViolet account by visiting the official website at www.myUV.com and selecting the "Sign Up" option, where they provide an and personal information to complete registration. Alternatively, accounts can be established through participating retailers or during the redemption of an UltraViolet-compatible title on affiliated websites, streamlining the process for new users. To link physical media purchases to an account, users redeem digital codes included with eligible DVDs or Blu-ray discs bearing the UltraViolet logo, following instructions in the packaging to enter the code on myUV.com or a linked retailer's site. This process claims a digital for the title, adding it to the user's cloud library without requiring disc insertion or scanning, though some retailers offer optional scanning for verification in disc-to-digital services. UltraViolet supports sub-account management through a family sharing feature, allowing the primary account holder to create and control up to five shared profiles for household members. These profiles enable invited users to access selected titles from the main library via their own linked retailer accounts, with options to apply viewing restrictions such as to limit content availability for children. Profile management occurs within the account settings, ensuring shared access remains tied to the original licenses while maintaining individual user . License portability in allows users to fulfill their digital licenses through any supported retailer, provided the content provider permits it, enabling access to titles from any linked service regardless of the original purchase . This feature promotes flexibility, as users can switch streaming providers without losing access to their collection, though fulfillment depends on retailer participation and may involve re-linking accounts. The user , accessible at www.myUV.com after logging in, provides tools to view the entire , manage linked retailer services, and update account details such as username and . Key features include initiating or downloads of owned titles, verifying connected devices for playback compatibility, and redeeming new codes to expand the collection. This centralized interface ensures users can oversee their licenses efficiently, with options to monitor household profiles and adjust sharing permissions as needed.

Content Access and Playback

Users access UltraViolet content through a licensing model where digital rights are stored in a cloud-based locker, unlocking playback exclusively via partnered retailers' applications or websites rather than directly from the platform itself. Upon purchasing or redeeming eligible content, the is added to the user's UltraViolet library, allowing streaming or download fulfillment from services such as Vudu or , with no additional subscription fee required for access. This retailer-centric approach ensures that playback is handled by the service where the content was acquired or by other participating providers, supporting up to three simultaneous streams per account for a minimum of one year from purchase. Supported formats for UltraViolet playback include high definition (HD) at 720p, enhanced HD (often branded as HDX) at 1080p, and ultra-high definition (UHD) at 4K, depending on the retailer's capabilities and the original purchase medium, such as DVD for SD/720p or Blu-ray for 1080p/UHD. Video encoding utilizes H.264/AVC for HD content and H.265/HEVC for UHD, with audio options including Dolby TrueHD and DTS-HD Master Audio up to 7.1 channels. These formats adhere to the Common File Format (CFF) specification, enabling compatibility across delivery methods while maintaining quality aligned with the licensed rights. Playback is device-agnostic, permitting access on televisions, mobile phones, computers, and other compatible hardware through retailer-specific apps or web browsers, provided the user's account is linked to the service. For offline viewing, users can perform temporary downloads of select titles directly within participating retailer apps, limited to up to 12 authorized devices per license and expiring based on the retailer's terms, typically allowing at least three downloads per title. Quality and bitrate adjust dynamically via adaptive streaming protocols, such as MPEG-DASH, which scale resolution and data rates (from approximately 1 Mbps for SD to 14 Mbps for HD) according to the user's connection speed to ensure uninterrupted playback.

Participants

Content Providers

The primary content providers for UltraViolet were the major film studios that formed the core of the Digital Entertainment Content Ecosystem (DECE) consortium, including Warner Bros., Sony Pictures Entertainment, 20th Century Fox (now part of ), , , and Lionsgate. These studios collectively offered thousands of films and TV seasons through the platform, encompassing a wide range of genres and eras. Notable examples included blockbuster franchises such as Warner Bros.' trilogy and Paramount's series, which were made available via UltraViolet digital rights linked to physical media purchases or direct digital buys. The participation model involved these studios licensing digital copies that consumers could redeem into their UltraViolet accounts, typically bundled with Blu-ray or DVD sales, or purchased outright from authorized retailers, allowing access across compatible devices without device-specific restrictions. However, coverage was incomplete, as key players like did not participate, alongside most independent content owners, resulting in gaps in popular titles from those libraries. Initially, the focus was on high-profile blockbusters and recent releases to drive adoption, but by 2013, the libraries expanded significantly to include older catalog titles, broadening the appeal to collectors and casual viewers.

Retailers and Streaming Services

UltraViolet integrated with several digital retailers that enabled users to purchase or redeem content, thereby unlocking licenses stored in the UltraViolet library for access across compatible services. The primary retailers in the United States included Vudu, owned by , and FandangoNow, both of which supported high-definition and ultra-high-definition streaming options. Internationally, Video served as a key partner, facilitating UltraViolet access in multiple countries before its discontinuation. These retailers allowed users to buy digital copies outright or redeem codes from physical discs, with purchases automatically linking to the user's UltraViolet account to enable multi-platform playback. The following table compares key features of the main UltraViolet retailers:
RetailerMaximum ResolutionDisc-to-Digital SupportMovies Anywhere IntegrationPrimary Geographic Availability
VuduUHD (4K)YesYes
FandangoNowHDX ()YesYes
Flixster VideoHD ()YesNoCanada, , Ireland, Australia, New Zealand, France, Germany,
Vudu stood out for its support of 4K UHD content, including HDR and audio, making it suitable for premium home theater setups. FandangoNow offered HDX streaming up to , while Flixster provided HD access up to but lacked integration with , the Disney-led cross-platform service launched in 2017. All three supported disc-to-digital programs, allowing users to convert eligible DVD or Blu-ray discs into digital licenses for a fee, typically $2 for standard definition upgrades from DVDs or $5 for high-definition versions. Pricing for digital purchases varied by retailer and title, with frequent promotions such as bundle deals or discounted redemptions to encourage adoption. UltraViolet's international reach was more limited than its U.S. operations, primarily through in select markets including the , , , and , where users could access licensed content via local apps and websites. Following the UltraViolet shutdown on July 31, 2019, retailers like Vudu and FandangoNow maintained continuity for users who had linked their libraries prior to the closure, allowing ongoing access to existing collections without interruption. , however, had already ceased UltraViolet support in most regions by 2017-2019, prompting users to migrate to remaining partners.

Device and Player Compatibility

UltraViolet content was accessible on a range of consumer electronics through certified hardware and software players that supported the Digital Entertainment Content Ecosystem (DECE) standards. Supported devices included smart televisions from manufacturers such as Samsung and LG, which integrated UltraViolet playback via built-in apps or retailer-specific services like Vudu. Streaming media boxes like Roku and Apple TV enabled access through dedicated apps from participating retailers, allowing users to stream UltraViolet titles directly. Mobile devices running iOS and Android operating systems supported playback via apps such as Vudu and CinemaNow, providing on-the-go access. Game consoles, including Xbox and PlayStation models, offered compatibility through retailer apps that linked to UltraViolet libraries. Player applications were typically provided by retailers like Vudu or Fandango at Home, with web browsers serving as an additional access point for desktop and laptop playback on compatible systems. All players required DECE certification to ensure secure handling of , involving licensing fees and compliance with specified (DRM) protocols. The following table summarizes key compatibility aspects for representative devices:
Device CategoryExamplesResolution SupportOffline Download Capability
Smart TVs, Up to 4K UHD on select modelsNo
Streaming Boxes, Up to HD; 4K on capable hardwareNo
Mobile Devices, Android phones/tabletsUp to HDYes, limited to registered devices
Game Consoles, PlayStationUp to HDNo
Limitations included the absence of native support for ecosystems like , as Amazon did not participate in the DECE initiative. Offline viewing was primarily restricted to mobile devices, with downloads tied to user accounts and device registrations for .

Technical Aspects

Digital Rights Management Technologies

UltraViolet utilized a suite of digital rights management (DRM) technologies to secure content and ensure controlled access across devices and providers. The Digital Entertainment Content Ecosystem (DECE) approved six DRMs, including (developed by Intertrust), Microsoft's for broad device support, and Google's in limited capacities for streaming scenarios. provided license encryption and device capabilities through secure key derivation and policy enforcement mechanisms. This enabled robust protection of downloaded content by integrating AES-128 encryption in counter mode (CTR) for media samples, while supporting domain-based to link devices within a user's account. Interoperability among diverse providers and devices was achieved through the DECE framework, including the Common File Format (CFF), a standardized container based on the with Common Encryption (CENC) support. The CFF allowed content to be packaged in a DRM-agnostic manner, using modular structures like movie fragments and sample encryption boxes to encapsulate video (e.g., H.264/AVC), audio (e.g., AAC or ), and subtitles while maintaining compatibility across approved DRMs. This format facilitated seamless content delivery and playback by embedding metadata such as asset identifiers (APIDs) and license acquisition URLs, ensuring that files could be shared or transferred without lock-in. Secure for multi-device linking was managed via DECE's system, which employed DRM Domain Credentials to share cryptographic keys across a household's devices. This system created a unified DECE Domain that expanded native DRM domains, allowing devices to join through authenticated node identities and TLS-secured communications, thereby enabling license portability without repeated purchases. Content encryption keys (CEKs) were generated by content providers or digital service providers (DSPs) and delivered via license managers, with keysets tied to rights tokens stored in the cloud-based Rights Locker for persistent . These integrations ensured that license encryption and authentication remained consistent, regardless of the native DRM client on a given device. Additional features included optional digital forensic watermarking for content and mechanisms for compromised devices. Watermarking, when implemented in with approved providers, embedded invisible markers into media to identify sources of unauthorized distribution, aiding in investigations. Device revocation was handled through unverified leave processes or forced unregistration by the DECE Coordinator, preventing access from lost or hacked hardware while enforcing domain limits (e.g., up to 10 verified devices per account).

Download and Disc-to-Digital Capabilities

's disc-to-digital program, launched in , enabled users to convert eligible physical DVDs and Blu-ray discs into digital licenses stored in their library. This service allowed consumers to scan disc barcodes or enter redemption codes at participating retailers, such as , to obtain a without needing to retain the physical media. The program was powered by Vudu and aimed to bridge physical and digital ownership, with initial support from major studios like and Paramount. Users could download permanent offline files of owned titles directly from certified retailers, including Vudu, which provided files in an MP4-based format for playback on compatible devices. These downloads were limited to titles in the user's and required authentication through the UltraViolet account. The process involved selecting the title within the retailer's app or website, initiating the download, and storing the file locally for offline access. Following the service's closure on July 31, 2019, download capabilities were discontinued. The downloaded files utilized the DECE Common File Format (CFF), an encrypted audiovisual container extending the (MP4), with the "video/vnd.dece.mp4" and a .uvu file extension. This format ensured compatibility with UltraViolet-certified players while incorporating protections to prevent unauthorized copying, as outlined in the ecosystem's technical specifications. Not all titles were eligible for disc-to-digital conversion or downloads, with eligibility determined by participating studios and retailers; by 2017, over 8,000 movies and TV titles qualified. Downloads were further restricted by device limits varying by retailer to manage licensing compliance. The cost structure for disc-to-digital upgrades was generally low, often free when bundled with a new physical purchase, or $2 for standard definition conversions from DVDs and $5 for high-definition upgrades, as implemented by early partners like Vudu and . These fees reflected the value added by transitioning to a cloud-backed digital . Following the 2019 shutdown, disc-to-digital services ended, with users advised to migrate libraries to compatible platforms.

History

Inception and Early Years (2010-2012)

In July 2010, the Digital Entertainment Content Ecosystem (DECE), a consortium of major studios, retailers, and technology companies, announced UltraViolet as its consumer-facing brand for a cloud-based digital rights locker system designed to enable seamless access to purchased movies and TV shows across devices. The initiative aimed to standardize digital content interoperability while addressing piracy concerns through robust digital rights management. Throughout 2010, DECE focused on developing technical specifications, including licensing frameworks and security protocols, with full design completion achieved by January 2011 to support initial product rollouts. Beta testing commenced in 2011, notably with ' integration via the Collections app in August, allowing users to manage digital libraries ahead of broader deployment. The public launch occurred on October 11, 2011, coinciding with the home video release of ' , the first major title to include an UltraViolet code for and multi-device streaming. Initial retailer integrations were limited but included , enabling early adopters to redeem codes and access content through partnered services. By 2012, expanded with the rollout of its first disc-to-digital service in April, led by , where customers could convert eligible DVDs and Blu-rays into digital copies for a fee via in-store kiosks or Vudu integration. The platform reached a milestone of over 5 million registered users by , driven by growing title availability and promotions. International entry into the market, initiated in late 2011 with , saw further expansion in 2012 through additional studio releases and retailer partnerships like . Early challenges included limited title availability, with only select releases from founding DECE members like and initially supported, restricting consumer appeal. Retailer adoption was similarly slow, as major players like Amazon joined only in early 2012, hindering widespread accessibility. Key milestones in 2012 encompassed major studio expansions, such as ' integration, broadening the content library, and initial device certifications, including Samsung's 2012 Blu-ray players supporting disc-to-digital conversions. These developments laid the groundwork for increased compatibility across consumer electronics.

Growth and Expansion (2013-2016)

During 2013, experienced significant expansion in its content library and user adoption, with the addition of thousands more film and television titles from major studios, bringing the total available content to over 10,000 items by mid-year. This growth was bolstered by deeper integrations with key retailers, including Vudu, which enabled seamless access to UltraViolet libraries through Walmart's platform and expanded streaming options for users. By the end of the year, the platform had surpassed 15 million registered accounts, reflecting a 65% increase from the previous year and demonstrating robust in . In 2014, enhancements to the disc-to-digital service allowed users to convert collections into digital formats. International outreach accelerated through partnerships like , which facilitated European market entry by adapting content for regional compliance, such as incorporating age ratings for UK users. Vudu launched a family sharing feature in May, allowing users to extend access to up to five household members and fostering communal viewing without additional purchases. These developments contributed to a 30% rise in accounts, reaching 21 million by year's end, as reported by the Digital Entertainment Group. The year 2015 marked a peak in user growth, with accounts exceeding 20 million and accumulating over 165 million licensed movies and TV episodes. Strategic partnerships with cable providers, including integrations for access through services like CinemaNow, enhanced TV-based playback and broadened accessibility for traditional pay-TV subscribers. Annual reports from the DECE highlighted adoption rates climbing to represent a notable share of the digital home entertainment market, with transaction volumes underscoring sustained momentum. By 2016, emerging competition from Disney's platform, which sought to unify digital libraries across retailers, began challenging UltraViolet's market position as studios weighed options. DECE's yearly assessments noted steady market share gains in , despite these pressures.

Decline and Shutdown (2017-2019)

By 2017, UltraViolet experienced stagnant growth as the rise of competing digital locker services eroded its market position. Disney, which had never participated in the DECE consortium, expanded its Movies Anywhere platform that year, securing partnerships with major studios including Warner Bros., Universal Pictures, Sony Pictures, and 20th Century Fox, alongside retailers like Amazon and Apple. This development offered a more seamless cross-platform experience for users, drawing attention away from UltraViolet and highlighting its limitations in retailer integration. Meanwhile, proprietary alternatives from and Apple further fragmented the market, reducing incentives for broader adoption of the UltraViolet standard. In 2018, the Digital Entertainment Content Ecosystem (DECE) noted declining active user engagement amid these competitive pressures, with efforts to forge wider partnerships proving unsuccessful. Major retailers such as Amazon had briefly experimented with UltraViolet support but discontinued it, while Apple and maintained distance from the ecosystem, prioritizing their own services. The shift toward streaming platforms like and also diminished demand for UltraViolet's download-focused model, contributing to waning momentum. On January 31, 2019, the DECE announced the shutdown of , attributing the decision to evolving market factors, with the service set to end on 31. To facilitate continued access, users were encouraged to link their accounts to participating retailers such as Vudu prior to closure, ensuring libraries could be managed through those platforms thereafter. At the time of shutdown, had approximately 30 million registered users, who collectively stored over 300 million movies and TV shows in their digital lockers.

Legacy and Impact

Achievements and Challenges

UltraViolet achieved significant milestones in digital content management, particularly by pioneering cross-platform licensing that allowed consumers to access their purchased and shows across multiple retailers and devices without being locked into a single ecosystem. This innovation, developed by the Digital Entertainment Content Ecosystem (DECE), standardized aspects of storage, enabling among participating studios and services. By 2019, the platform had amassed over 30 million registered users who collectively stored more than 300 million titles in their cloud libraries, demonstrating substantial scale in user adoption. A key achievement was the facilitation of disc-to-digital conversions, which allowed users to transform physical DVDs and Blu-rays into streaming-compatible digital files for a modest fee, extending the lifecycle of over 13,000 eligible titles and supporting the transition from physical to digital media ownership. This feature, integrated with retailers like starting in , helped millions of consumers digitize their collections, while the platform's family sharing option—permitting up to five users per account—enhanced accessibility and was a addition at the time. In terms of market impact, UltraViolet influenced subsequent services like by establishing the framework for shared digital libraries, though it faced stiff competition from these alternatives. Despite these successes, UltraViolet encountered major challenges, including the exclusion of key players like and Amazon, which resulted in fragmented content libraries and limited content availability for users. 's decision to launch its own competing platform, , further divided the market and reduced UltraViolet's appeal, as major retailers such as , , and never fully integrated. Low adoption rates stemmed from the service's complexity, including cumbersome registration processes and dependency on specific retailers, many of which discontinued support over time, leading to user frustration despite overall satisfaction ratings nearing 90% for portability and access. Additional hurdles included limited international support, with the platform primarily focused on the U.S. market and lacking broad global retailer partnerships. Economically, the DECE incurred high development and licensing costs—estimated at $50,000 annually per territory for participants plus per-transaction fees—without generating proportional revenue, as the shift toward subscription streaming services like eroded demand for download-based ownership models. These factors contributed to the platform's inability to achieve widespread momentum, ultimately leading to its shutdown in 2019.

Alternatives and Post-Shutdown Access

Following the shutdown of on July 31, 2019, the primary alternative for cross-platform digital movie access became , a service launched in October 2017 by in collaboration with Warner Bros., , 20th Century Fox, and Sony Pictures Entertainment. Unlike , which was developed by the Digital Entertainment Content Ecosystem (DECE) consortium excluding , achieved broader industry participation over time, enabling users to link accounts from retailers such as Amazon, Apple , , and Vudu for seamless playback across devices. After the closure, users who had previously linked their libraries to participating retailer accounts, such as Vudu or FandangoNow, retained full access to their digital collections without interruption, as licenses were transferred to those individual services. This ensured that compliant users experienced no loss of content, with playback continuing directly through the linked retailers' platforms. The DECE provided clear migration guidance prior to the shutdown, urging users to link their accounts to at least one retailer service by , , to preserve access; those who followed this process reported no or access issues. For users without prior linkages, alternative options included relying on direct digital lockers from retailers like Amazon Video or Apple iTunes, where purchases were stored independently, or maintaining such as DVDs and Blu-rays as backups for disc-to-digital redemptions where applicable. As of 2025, there have been no efforts to revive , with digital content ownership preserved through individual retailer services and cross-linking platforms; continues to dominate this space, supporting an extensive library of titles from multiple studios and facilitating syncing across participating retailers, though and ceased participation effective October 31, 2025.

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