In terms of competitive pricing, buying a new release from another service can often cost 50 to 100 percent more: Wonder Woman, for example, sells for $15 or $20, depending on where you want it. Redbox On Demand's $4.99 rental price isn't a deal by any stretch, though, sitting smack-dab in the middle of the pricing pack.
"Currently, consumers can use Airplay with Apple TV to watch rented or purchased content", company spokeswoman Kate Brennan told BESTAppleTV.com. Library content starts at $1.99.
The service is available through apps for Android and iOS devices, Chromecast and Roku media players, and Smart TVs from LG and Samsung. One of those is Redbox, who has just launched its own video on demand service not only in the midst of a sea of competing VODs providers but also in the midst of an ongoing lawsuit.
Redbox On Demand offers numerous same new-release movies available at the kiosks, along with older movies and TV shows for rental or purchase. It is not known at this time if the Apple TV app will be a universal app with its iOS counterpart or a tvOS exclusive. The new service is transaction-based instead of subscription-based, and is focused around new studio releases (which aren't available on Netflix, Hulu or Amazon Prime) instead of catalog content. The Apple TV app will be available soon, but you can now use Airplay to watch rented or purchased Redbox movies.
The public launch of Redbox On Demand comes after the company has been kicking the tires on a digital service for more than a year and half. Originally a physical disc hub where people go and rent out titles for a day, the company is bringing the same service online. Through the first nine months of 2017, digital VOD revenue in the US was down 3% year-over-year, according to DEG's latest report.