My Apple TV (4a generation) is not working oh Philips tv

• Can you tell be the design of the message, if the message comes from the Philips TV or from the Apple TV box? Post an image if you want others to have a look at it.
• On the TV, try switching the input selector to a different HDMI port, and then back to the intended HDMI port.
• Verify that the TV can expect “progressive scan” inputs (e.g. 1080p instead of 1080i).
• Using a key combination on the Apple TV remote, you can make the Apple TV box cycle through various video settings, until it finds a valid setting. That may help if the box was previously connected to a different TV with different video properties. If your Apple TV doesn't turn on - Apple Support “… hold Menu and Volume Down for 5 seconds, then release. Your Apple TV will switch to a new resolution every 20 seconds. Select OK to choose a resolution or Cancel to quit.”

I also tried to change the usb

You are supposed to connect it by HDMI, not USB. Set up your Apple TV - Apple Support

The USB port is only for service and support (i.e. restoring the system software externally).

What are you trying to stream when that message comes on?