Works pretty well for me. I do understand about theme/genre "mostly" brings up iTunes. But your other comment seems wrong.
Try...
Find Action movies on HBO. You only see HBO. Notice Divergent.
Hit menu to go back
Find Divergent.
It will bring back both. In my case I own both. So it defaults to playing on ITunes instead of HBO since on Divergent. Insurgent is only on iTunes so selects iTunes.
If I do not own something it will default to HBO instead of iTunes. Like Kingsman.
Again, it has work well for me. Trying searching on actor like Kevin Costner. Most of the movies are on iTunes and some other App like HBO, HULU, NETFLIX. Only a few on just iTunes. Always defaults to cheaper option unless you own it via iTunes.