On what device is this happening? Do you have the Apple TV box? What is your model Apple TV? Identify your Apple TV model - Apple Support
Apple TV+ is Apple’s streaming subscription channel featuring Apple Originals. It is optional and only tangentially related to other Apple TV items. It was new in 2019-11, and didn’t replace anything else.
“Apple TV” often refers to
- the Apple TV box (the hardware) or
- the Apple TV app (the software to access iTunes Store movies, Apple TV+, and select other premium subscription channels). The Apple TV app is available on many devices, including the Apple TV box (3rd generation or later).
The password that the Apple TV box may want, is the Apple ID password. The account should be the same for any of your Apple devices, for the App Store, for the iTunes Store, and any of your subscription that are billed through Apple. The password is required and can’t be turned off.
If you forgot your Apple ID password - Apple Support