Vdio has launched in private beta in the US and UK, offering an iTunes-esque line up of films and TV shows to rent and buy.
This, according to GigaOm, is a notable change in focus for Vdio, which initially looked set to offer a subscription service to rival Netflix.
GigaOm has also had a dig around in the Vdio Ts and Cs, uncovering some interesting links with Rdio, with which it shares various investors including Skype co-founder Janus Friis. Vdio users will be able to log in with their Rdio account, while Rdio users will be able to use payment information and gift cards on Vdio and vice versa.
In September a Rdio spokesperson stressed that the two companies operate as separate entities, despite sharing staff.