What is (are) your model(s) Apple TV box?
Identify your Apple TV model - Apple Support
Find your Apple TV model number - Apple Support
What is (are) the version(s) system software?
It is not about the region per se. I’m not seeing this show featured as recommendation in the same country. Anyway, recommendations are supposed to be personal (headers: For You, If You Like «title»), somewhat linked to your watch history.
The Watch Now tab is no more since tvOS 17.2 (4 months ago). It is now simply the Home tab in the side bar.
Up Next is your personal queue list, not recommendations. You can remove items from that list if you are not interested anymore in a particular title.
I’m not seeing “what to watch” as exact line anywhere in the Apple TV app in the current software version. It seems to be replaced by the “For You” row in the Home tab.
- In case you haven’t done so already, try checking if a software update is available, then install it. Verify that automatic updates haven’t skipped a release for some reason.
- Try signing out of your Store account, then immediately sign in again. That should refresh your account properties, including recommendations where applicable.