US owners of Apple TV can now stream TV shows from the iTunes Store and watch them on-demand.
The latest Apple TV software update (4.3) allows users to branch out from the limited range of TV shows available for rental for a short period.
Now they can stream shows they’ve paid for as often as they like. They now see a tab for ‘Purchased’ shows so they can go back to them and stream them via Apple’s iCloud whenever they like.
The iCloud service also gives iPhone, iPad and iPod Touch owners a ‘Purchased’ tab in the iTunes app so they can re-download TV shows they’ve bought previously.
So far the service is only available in the US, but it’s likely to be rolled out to the UK soon.