Those who rent films online — presumably not counting Netflix streamers, who pay monthly subscriptions — use iTunes more than any other service, but Apple’s stranglehold on the market is loosening.

Home Media Magazine reports iTunes raked in 64.5% of total U.S. spending on internet video on demand, which seems impressive until you realize iTunes commanded 74.4% of spending in 2009.

Bolstered by Xbox 360 owners, Zune Video was a distant second last year at 17.9%, and Sony — thanks to PS3 owners — was third at 7.2%.

Home Media Magazine spoke to an analyst who predicted Walmart-owned Vudu, which is now available on the PS3, could make strides this year.

If you rent movies online, which service do you use, and why does it earn your business?

iTunes Dominated 2010 Online Movie Consumer Spending [Home Media Magazine via High-def Digest]

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