Despite Apple’s recent push behind its existing iTunes Video service and upcoming Apple TV set-top box, US analyst Forrester has warned that the paid for video download market is destined to fail.

The Inquirer reports that Forrester’s James McQuivey believes that the content offered by the services will soon be eclipsed by television and cable networks as they ramp up their content on demand offerings.

Stating that streaming ad-funded content was to prove the dominant model, McQuivey adds that Apple’s model, as it stands, will eventually “go the way of the dodo”.