Apple's iTunes store is not just a place to buy music and apps for your iPhone; you'll also find a huge library of movies and TV programs in the store, including new movie releases and popular current TV series, all of them available for digital download and online viewing.
iTunes is especially attractive for viewers who want quick and easy access to new movies and current TV programs. In most cases, iTunes offers access to new movies as soon as they're released on DVD, and iTunes viewers can either rent the movies or buy them. If you rent, a one-time fee buys you the right to watch the movie any time within a 30-day period after you pay for it (although you'll have to finish it within 24 hours of clicking play for the first time), and if you buy, your purchase price gets you a digital download that you get to keep and watch as often as you want.
Options for buying TV programs are even more flexible. You can buy individual episodes or complete seasons, and you can buy a season pass that gains you access to all past and future episodes of a program's current season. Many TV series (as well as many movies) are offered in both standard definition and HD versions (with the high-def versions costing a bit more).
iTunes also offers a limited selection of free content, including some teaser episodes of TV series, behind-the-scenes featurettes and movie trailers.