On October 12, 2017, DMA was relaunched as Movies Anywhere, with other studios joining Disney in offering their film titles through the platform.

The studios remaining with UltraViolet, including MGM, Paramount Pictures, and Lionsgate, did not move and switch over to Movies Anywhere.

The company explained that this system would allow "persistent" access to purchased content across multiple digital platforms, including television set-top boxes and mobiles.

[4][5][6][7][8] The platform was viewed as being a competitor to UltraViolet, a competing concept developed by DECE, a consortium containing all other major U.S. film studios but Disney.

[10] Walt Disney Studios CTO Jamie Voris explained that the app was designed to provide a "rich, interactive experience" around its content as an alternative to "utilitarian" online stores and that Disney planned to seek additional retail partners for the service in the future.

[14][15] In September 2017, DMA ceased support for Microsoft Movies & TV, with future purchases no longer automatically accessible through the linked library.

[18][19] At CES 2018, General Manager Karin Gilford announced that consumers’ accounts had accumulated nearly 80 million films.

[28][29] On January 31, 2019, Ultraviolet announced that it would terminate its services on July 31, 2019, owing to increased support for Movies Anywhere.

[citation needed] In March 2020, amid the COVID-19 pandemic,[32] Movies Anywhere began to add features allowing digital sharing of purchases.