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.
Read more: Microsoft takes a step towards completion