Vudu is the first service to distribute BVHE's titles for HD DTO. Online movie market leader Apple added a small catalogue of HD DTO movies to the iTunes store (iTS) in March 2009 but these were limited to movies from MGM, Lionsgate and indie Studios rather than from the Majors.

The reluctance to license content for HD DTO through services such as the iTS is borne out of the Majors' fear of cannibalising Blu-ray disc sales. However, distributing HD titles on a DTO basis through Vudu is unlikely to impact the physical market. Screen Digest believes that the installed base of Vudu devices is low; consumers have shown that they are unwilling to pay for standalone STBs whose primary function is to deliver transactional content to the TV screen. Despite halving the cost of a basic Vudu STB in February 2009 to $149, price is still likely to be a significant obstacle to adoption.