9to5mac initially reported that Canadian users were getting access to the streaming option, which was previously exclusive in the US.
Engadget then confirmed that the service was also available to users in Australia and the UK.
Apple TV owners previously had to download TV shows to their computer, import them to iTunes and then stream the content over to the Apple TV box. This was because the slimmed-down device does not have a hard drive.
However, the update means that the process has been replaced by direct streams to Apple TV.
For the relaunch of Apple TV last year, Apple also agreed a number of content deals with providers in US, including Netflix and Fox, bringing a range of programming for streaming.
Apple has not yet confirmed details of the update in the UK, Canada, and Australia, or indicated whether there will be specific streaming deals aimed at users in the countries.
The launch of Apple TV streaming comes as speculation mounts that Apple is preparing to launch a connected TV product in early 2012, after the late Apple co-founder Steve Jobs said before his death in October that he had "finally cracked" how to build an integrated TV device.
Rumours suggest that Apple's 'iTV', which is apparently being made by JVC, will feature content streaming and also voice control from Siri, the voice assistant launched in Apple's iPhone 4S.