Hulu is finally letting users download content to their iPhones and iPads, more than a year after it announced that it would enable the feature.

For now, only subscribers to Hulu’s high-end, $12-a-month commercial-free tier can download shows and movies, and they can only download them to iOS devices—Android compatibility will come soon, the joint venture said.

Those meeting the criteria will have access to “thousands” of shows and movies, under terms that are pretty similar to transactional stores like Apple’s iTunes. Users will have 30 days to consume downloaded content, or 48 hours once they started watching it.

If the user misses the window, content can be downloaded again, and the clock starts all over.

Hulu, which is now majority-owned by Disney, is hardly first out of the gate with downloads to mobile devices, a nifty feature for consumers for plane rides and other applications. Netflix started doing it several years ago, albeit reluctantly.

So what has taken the major SVOD services so long to enable downloads?

Certainly, content security is an issue—you have to invest in the kinds of security technologies that make your content partners feel OK about letting consumers put movies and shows on their hard drives.

More than that, digital companies like Hulu are just getting started with advanced advertising businesses that are built around streaming. And data collection is also limited when consumers control the goods.

Penthera, a company that specializes in download-to-go management systems and software, has hired Daniel Hurwitz to the post of chief revenue officer.

Hurwitz, who is late of companies such as SiriusXM, NBC Universal Media and AOL, is tasked with helping Penthera grow its position as a provider of technology that enables secure offline viewing of video and other types of media.

Hurwitz, who has also helped build and rebuild sales operations for comapneis such as Evergage, MapMyFitness and Audience Science, reports to Penthera COO Daniel Taitz.

Penthera said Hurwitz is being joined by his business development partner, Will Chapman, who is serving as VP of sales. Chapman has worked with Hurwitz at GoNoodle as regional VP, and at SiriusXM. Chapman is also the former chief revenue officer of BrightLine and was VP of sales at Audience Science.

“We like to join firms with unique and forward-looking products. Penthera’s suite of products to enhance mobile viewing are the right products at the right time,” Hurwitz said in a statement. “ With a growing team of engineers, Penthera helps  customers  reduce the friction that consumers experience when they view video on mobile devices.”

Penthera, the maker of a download-to-go software platform called Cache&Carry, counts customers such as Starz, A&E, Liberty Global, Comcast, Charter Communications, Showtime, and Corus Entertainment.

In October, Penthera announced a $6 million investment from Liberty Global Ventures.