The Apple TV app lets you buy or rent films and buy TV shows, as single episodes or full seasons, through its Store section. Since tvOS 17.2, the films and shows of the iTunes Store have moved into this app; before that they were handled by a separate iTunes Store app. Purchased titles appear in the Library and can be shared through Family Sharing, and renting is not available in every region. The app runs on Apple devices, smart TVs, streaming devices, game consoles and Android and Windows devices, and is also reachable in a browser at tv.apple.com. The offer is separate from the Apple TV subscription.
Apple is a US company and operates both the store and the playback environment. The software is proprietary, with no self-hosting option, and purchases and rental periods are tied to the Apple account. As a US provider, Apple is subject to US law, including the CLOUD Act. For a European organisation this is mainly a consumer entertainment service rather than an infrastructure component.