I bought the movie House of Gucci; can I watch it again?

Hi eddieo45,

Welcome to the Apple Community

Re: can I watch it again?

You would likely be able to do so, if you did purchase it, (not rented / streamed it).

Re: Why does Apple TV still show me a button that says “buy $19.99” and not “play again”?

Wondering where you bought the movie, (eg: iTunes, Apple Music, or online etc)

and

How long ago you bought the movie

and

Where you are looking when you see that button

Eg:

Have you tried looking for the movie under "Purchased" ?

or

You might want to try typing the movie title into the search field in your Library

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If you still need help:

Try these articles:

Download previous iTunes purchases on Mac

https://support.apple.com/en-au/https://support.apple.com/en-au/apple-tv

Could the movie purchase be "hidden"

Hide and unhide music, movies, TV shows, audiobooks and books

https://support.apple.com/en-au/apple-tv

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Other resources:

iTunes User Guide

https://support.https://support.apple.com/en-au/apple-tv

iTunes Support

https://support.apple.com/itunes

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Apple Music User Guide:

https://support.apple.com/en-au/guide/music/welcome/1.1/mac

Apple Music Support Website:

https://support.apple.com/en-au/music

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Apple TV User Guide

https://support.apple.com/en-au/guide/tv/welcome/tvos

The Official “Apple” TV support website:

https://support.apple.com/en-au/apple-tv

All the best :-)

Verify that you are (still) signed in to the Apple TV app with the Apple ID account as used for the purchase.