On launch day for the Apple TV 4K, Apple has made an important change to iTunes movie rentals in the United States. Viewers now have 48 hours to complete watching or rewatching their rental. That timeframe was previously just 24 hours.
There has been no change on the 30-day timeframe users have to view a rental after making the purchase. After that time, the rental disappears from your library.
Rentals can be viewed on an Apple TV, iOS, Mac, or PC. They can also be viewed offline with the same 48-hour window.
Increasing the viewing timeframe could help bring more user interest to the iTunes movie rentals which are substantially less expensive than purchasing a title.