i doubt he's pushing the read speeds of the drive, uncompressed blu-rays are in the 4-6 MB/s range. you should easily be able to simultaneously pull 3 of those off a USB2 drive (USB2 is about 20-30 MB/s)
standard internal hard drive should hit 70-100MB/s
the files that you get from apple are much much lower bandwidth, probably well under 1MB/s. probably closer to .5 MB/s
(blu-rays are about 40-50 GB in size, itunes 1080 files are about 4-5 GB in size)
i would go more the issue being network related. 802.11G tops out at maybe 5 MB/s if it's good strong signal.
If both the computer and aTV are wireless, the file has to go to the router, and then to the aTV, so it counts twice towards your total bandwidth.
and also add in any internet surfing you're doing, and you're choking your network. or if you're at the far end of your house from your router, with a weak signal, your bandwidth will be even further decreased.
if both are using wireless networking, wiring either the computer, the aTV or both should improve your performance.