I gather in the US this app supports lots of different services, except Netflix and Amazon. In the UK, given the near total lack of UK apps, what will it do? There's BBC iPlayer. but the app is incredibly basic and hasn't been updated in any meaningful way in 2 years. There's Now TV, but Sky clearly gave up on that one many years ago. What else is there? There's no UKTV Play. ITV Hub, Demand 5, or All4, at least not yet.
I'm sure Netflix is the biggest app on the platform by far, but they aren't playing ball, and Amazon are still AWOL.
I wouldn't be at all surprised if it was iTunes content only.