iTunes in the Cloud for movies and TV shows was launched in March 2012 but many countries were left out. Since then Apple has rolled out the cloud service to more countries and 11 new ones have just been added. With iTunes in the Cloud users can watch bought iTunes movies and TV shows everywhere from any Apple device.
iTunes in the Cloud expanding
iTunes in the Cloud is one element of Apple’s iCloud push where it aims to make all media content files available everywhere via the internet.

iTunes in the Cloud is rolling out to 11 new countries
Apple has just added 11 countries on the list for movie support, including Belgium, Cyprus, Denmark, Finland, France, Greece, Luxembourg, Malta, Netherlands, Norway, and Sweden. In France TV shows are now also available in the cloud.
Almost 100 countries now have access to iTunes in the Cloud for movies. However, TV shows are only available in 5 countries. Along with the roll-out of services Apple also continues to make the Apple TV box available in more countries.
Apple maintains a list of supported iCloud services for each country here but it has yet to reflect the changes.