Q: apple tv won´t play purchased movies

Exact same issue here. Seriously, Apple? Weren't you the company that made all those smug commercials about how your products "just work?"

Still having the same issue and apple seems confused on why this is happening. Maybe the new update?

Did all of that, it still won't work!! Got any other ideas?

Buy a roku?

Has there been no official response to this? I tried to call apple, but was given nothing... I have the same issue. This just started today for me. I have never had this problem before today.

I have not been given an official fix my Apple TV was working fine this morning. Mine has been updated since 2 weeks ago

I had the same problem today...what resolved it for me, was going to Settings > General > Reset.  Was it a little bit of a pain to add my icloud and apple id again, yes...but it worked...and now my movies and TV shows are playing again...

I did the same and it only played one film then the problem continued.

My purchased shows aren't playing either. Seriously Apple, get it together. This is no way to run a company. Not one of my purchased shows are playing through the AppleTV. I've had to download shows to my computer to play them. Now that I've gone back five years it would be nice for Apple to fix this so I can get back into the future. Maybe I need to consider other content providers. Never had this problem with Amazon Prime. I tried restarting my AppleTV, but I'm not going to waste a lot of time with this before I ask for refunds and give someone else my business. I don't have the patience for a company that promises, "It just works."

Same here.  Restored Apple TV and it allowed one purchased tv show to play now nothing works.  I tried calling Apple and they want me to pay 20 bucks to talk to someone.  Outrageous! 

Same problem here. Started today. Has to be account side problem, however it is strange because the device recognizes that I have purchased the content, but just won't play it. Happening on both of my AppleTVs, so it is definitely not the device.

This is exactly what is happening to me.  I try to play purchased content, it goes to loading screen for about 2 second then takes me right back to the "play, preview, more" screen.  The preview will play just fine.  Netflix and Hulu Plus work.  I can stream from my computer, but when I try to stream from purchased TV or Movies I get this same problem over and over.  I have reset and unplugged and that did nothing.  I have done full restore and after I did that I could play one tv show.  As soon as I tried to play another the same thing all over again.  Beyond frustrating! Anything working for anyone?

samething here - help please!

Anyone have any ideas yet? Same problem here. Need a fix - fast.