One of the big initiative with Windows 10 besides unifying the core of all of Microsoft's operating systems is to unify their app stores too. Like everything else, Microsoft calls this 'One Store' and we are now seeing that initiative take a step forward with an update to the app store.
Microsoft has pushed out an update to the app store that adds a new section called 'Movies &TV' but the section is not active as of yet. Microsoft said in the notification of the update that this new section should be available later this month and you will be able to purchase or rent content directly from this store.
This is in important step for Microsoft as it strengthens their play into the digital content distribution market. While they currently offer this content under the Xbox storefront, by having one hub of content, it makes it easier for consumers to know where to go to find all types of digital content for Microsoft stores. Simply put, they are streamlining their offerings to make it easier to locate digital goods.
If you have Windows 10 9926 installed, you can see this update by opening the beta app store that was included with the release. Seeing that an update will arrive before the end of the month to turn this feature on, you won't have to wait too much longer to be able to browse and buy this type of content from the app store.
Thanks for the tip Romit