Can you use media services other than iTunes on the iPad?
https://itunes.apple.com/us/app/netflix/id363590051?mt=8&ign-mpt=uo%3D2Alan,
Yes, you can. Numerous other media player apps are available in the App Store, for example VLC:
https://itunes.apple.com/us/app/vlc-for-mobile/id650377962?mt=8
Or, if you are looking more for a VOD service, such as Netflix, it is also available in the App store:
https://itunes.apple.com/us/app/netflix/id363590051?mt=8&ign-mpt=uo%3D2