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Helpful answers
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Dec 29, 2014 2:47 PM in response to yeckerby Niel,The sooner of 30 days from the time of rental or 24/48 hours from when you start playing it.
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Dec 29, 2014 2:48 PM in response to yeckerby Phil0124,★HelpfulIf you have not started to watch it, the rental is good for 30 days. Once you start to watch the rental, you have 24 hours in the U.S. 48 hours in several other countries to finish viewing it before it gets removed.
FAQs about renting movies from the iTunes Store - Apple Support