https://www.cnet.com/news/vudu-comes-to-apple-tv-but-itunes-is-still-top-banana/

The Apple TV streaming box might not be as big a seller as Roku, Chromecast or Amazon Fire TV, but it still has a loyal following, especially among people committed to Apple's ecosystem of iPhones, iPads, Mac computers and software.

Since its streaming box launched, Apple has maintained a jealous hold on purchases of TV shows and movies made through the device: you can only use iTunes to buy or rent individual episodes, seasons and films. Now for the first time, a big iTunes competitor has an app available on the box.