Apple earlier this morning issued a firmware update for the AppleTV that lets users stream TV content already purchased via iTunes in addition to including support for Vimeo.
TV show purchases – Purchase TV shows on Apple TV. Shows purchased on Apple TV can be re-downloaded on other iOS devices. Shows purchased on other iOS devices or with iTunes automatically show up as available to play on Apple TV.
Vimeo – Browse and watch millions of user-uploaded videos found on the Vimeo service, for free.
Giving Apple TV owners the ability to stream purchased content is huge, especially in light of the fact that the latest incarnation of Apple’s set top box comes with limited storage.