Analysts are impressed at Apple's achievement of selling one million video downloads in 19 days, and suggest that Apple has proven the demand is out there for video content.

American Technology Research analyst Shaw Wu told Marketwatch: "No one had any doubt they would reach one million (downloads). But I think the speed of adoption is ahead of expectations. It's a good sign for Apple, and its strategy."

Piper Jaffray analyst Gene Munster added: "It's the initial thin amount of video available that makes Apple's numbers even more impressive. Out of one million downloads, probably 40 per cent of the people are just trying the system out. But if there's that much interest, it's obvious the market for the content is there."