The default time frame for rentals is 3 days. You can adjust this to be 7, 14, 30, 60, 90, or 365 days by navigating to the Products tab, selecting your rental product, then the Pricing panel. Scroll down to the bottom to find the Rental period drop-down menu.
During those allotted time, customers have total access to stream the content as many times as they like.
Click here to learn more about how rentals work and how to set them up.