Rumors were floating earlier about how Apple may be rolling out a new service called iTunes Replay. iTunes Replay was a service that would provide the ability to re-download and stream movies and TV shows on the iPhone, iPad, iPod Touch, Apple TV, and iTunes from iCloud in an effort to compete directly with Netflix.
Currently Apple has music and TV available for re-download, but they have agreements with only about 4 out of 6 of the big movie studios. Below is a report from CNET about the bottleneck:
One reason is the HBO window. During specific periods of time?often referred to in the film industry as windows?HBO owns the exclusive electronic distribution rights of films from three of the six top films studios: 20th Century Fox, Universal, and Warner Bros. Any retailer that wishes to sell physical DVDs from these studios during HBO?s window is totally unrestricted. But online retailers are legally prevented from delivering movie downloads from the three HBO-restricted studios during HBO?s window and they also can?t stream titles from those studios. This means that right now iTunes can?t stream a movie to a customer during the HBO window that the customer may have purchased outside of the window.