Over the last year, electronics manufacturers, content providers and rental companies have made a number of partnerships that give consumers more viewing options. TVs, Blu-ray players, game consoles and cell phones, among other devices, today have the ability to download and play movies, or stream them online.

The choices are almost dizzying now, says Andrew Eisner, the director of content for electronics review site Retrevo.com.

Now the new Apple TV, which consumers can order now for delivery in late September or early October, further expands the field. Two hundred dollars cheaper than cheaper than Apple previous version, the new $99 device streams content from Netflix, YouTube or via iTunes on a synced computer or devices such as the iPad, iPhone or iPod Touch. Apple will also extend its content rental offerings with 99-cent TV episodes and $4.99 new-release movies. The same way the iPod encouraged consumers to consolidate music purchases, Apple hopes its TV will encourage video buying, says Michael Pachter, an analyst for equity research firm Wedbush.

Although only Fox and ABC have signed up to offer TV episode rentals, other studios are likely to follow suit. I think they ll absolutely jump on it, Pachter says. Many already offer free full episodes online for days or weeks after the original airdate, so moving to a paid model would be attractive. Yet the cost is low enough that consumers with selective TV-watching habits are unlikely to balk -- and may even see renting their TV shows via Apple TV as a good alternative to a cable subscription and DVR. Would you rather spend $1 per episode to watch Glee for a season, or $60 per month for cable? he says.

Consumer interest in new ways to view films tripled from 2008 to 2009, according to a spring report from market researcher Ipsos MediaCT. Twenty percent of surveyed consumers said they had streamed a movie in the past 30 days, and 13% reported a download.

Although the audience for downloaded or streamed movies is still relatively small compared with that of movies on disc, companies are boosting offerings to prepare for more intelligent devices, Pachter says. There s going to be a day, and it s not very far away -- maybe five years -- when every TV sold will have a built-in WiFi chip, he says.

Despite its allure, consumers should pause before shelling out for an Apple TV, Eisner says. It offers little you couldn t already get from an Internet-connected TV or Blu-ray player, he says. Depending on the technology you already own and your current movie rental habits, the device may be one you don t need.

Here s the Internet-connected viewing technology that s available, and whether it s a good buy:

Digital Video Players

Digital video players, which instantly stream videos from sites like Netflix, are some of the best deals around for content and ease of use, says Pachter. Models including Roku and Apple TV work with existing home theater systems and computers and are plug-and-play. Roku starts at $60 and can stream Netflix and Amazon On Demand, as well as other content. Apple TV costs $99.

TV

Plenty of people already have a big, high-definition television, so manufacturers are using features like 3D and Internet connectivity to drive sales. Best Buy, for example, has 69 TVs that connect with a variety of services, including 46 with Netflix, 23 with streaming service VUDU, 20 with online rental and streaming service CinemaNow and 18 with Blockbuster.

A connected TV is great if you re in the market for a new set anyway, but there are cheaper routes. In addition to the new Apple TV Google is developing a TV operating system, which may be worth waiting for, Eisner says.

Blu-ray

A chief benefit of Blu-ray s BD-Live standard is online content, such as the latest trailers and talks with movie directors, says David Berman, a spokesman for the Home Theater Specialists of America, an industry group. The latest players are all connectible, and many have partnered with Netflix, Blockbuster and other content providers. Samsung and LG are offering purchasers of select models a $15 credit to CinemaNow.

Gaming systems

Consoles can be a good choice even for non-gamers. [The PlayStation 3] is a flawless Blu-ray player, Pachter says. Its $300 price tag is on par with some of the better Blu-ray players, and offers high-definition streaming through Netflix, as well as on its own store. The player is also rumored to have a partnership with movie and TV show streaming service Hulu in the works, he says. The Xbox and Wii also offer Netflix content.

Cellphone

Watching on a 3.5 screen has limited appeal, but content is available, says Ross Rubin, the executive director of industry analysis for NPD Group. The iPhone offers rented and streamed content from the Apple store, as well as apps for Netflix and Hulu. The Samsung Epic 4G on Sprint (S), available later this month, will have a media hub service to buy or rent TV shows and movies.