Comcast Xfinity TV Store is now available, selling movies and TV shows. The new digital movie sellthrough service is promising titles for digital purchase weeks before they’re available on disc. Comcast is the first cable operator to sell movies via its set-tops. Until now the cable company has offered its traditional video subscriptions, PPV and video on-demand rentals.

Comcast subscribers may also be allowed to access their purchased titles via UltraViolet, the buy once, play anywhere cloud-based digital content service. Comcast is a member of the Digital Entertainment Content Ecosystem but the UltraViolet support in the new service has not been confirmed yet.

Xfinity on Demand mainly offers content from Universal Studios films and Lionsgate. New release movies were found for $19.99 in high-def, $16.99 for standard definition, while some catalog titles could be found for $15.99 for HD, $10.99 for SD. TV episodes can be purchased for $2.99 for high-def, $1.99 for standard definition.

Comcast has also launched apps (Xfinity TV Go) for both Apple and Android devices.