I'm pressing play and I've purchased the TV show, but it keeps saying "loading" then goes back to the preview, play page. I've got the icloud sign beside the tv show. Help please.

I have the same problem. I tried restarting the Apple TV, logging out and restarting, and even logged out restarted and unplugged but I still can't play any of my shows or movies.

Some trouble here too. Actually all itunes content on Apple TV is not working, including music.

I am having the same problem as well. I tried resetting, rebooting, logging in/out, etc., etc and there is nothing I can do to get it to work! Either this is a major bug in the software or the cloud is experiencing trouble somewhere. I can't find anything wrong on my end.

Same problems here, but I can watch movie trailers.

I cant watch the episodes that I have purchased. Same as above, I can watch trailers but not the show. Very frustrating after paying for a season!

I also started having this issue today. After I noticed nothing would play, I completely reset the AppleTV. I was able to view one show, but after that, the problem began occurring again. I'm sick of all these iTunes/AppleTV issues. Might as well just pirate everything and play through the computer, because this is way too expensive for the hassle.

Same as above. It started around 6.20pm BST on 14th Oct and is still doing it. Unplugged, have restarted the router and still the same problem. I dont think it's the system. Something cloud / software is going on. Please help.

Is Apple doing anything about this? I paid for the show, I want to watch it!

I have same problem, Netflix will play, airplay will sometimes work but can't play any purchased content. I got a lot of error messages initially "iTunes Store unavailable". Restarted and also reset box but still not working. When I select play on any purchased content it just goes to the loading screen and then returns to previous screen. This is really frustrating!

This started yesterday for me.... lots of people having the same issue.. I have done ALL the usual including full reset etc .... I saw somewhere that Apple have now admitted a software glitch.. VERY annoying

Piling on - same problem here.

Getting the same thing on my appletv, Movies/TV Shows from itunes only.

Yep same problem here. Play does not Play. Trailers work, IRadio works. No TV nor Movies

Same issue here. I have restarted, reset, recovered, done everything. I reset it and got to play one movie, then went back to the same problem. I have a second Apple TV that is doing the same exact thing. Seems like a lot of people with the problem and not a lot of support from Apple, any help here??

Exact same problem here. Somebody told me to Reset, so I'm gonna try that. All the non-iTunes Apps seem to work, but my Movies and TV Shows only play if I Airplay from the Mac. This keeps getting worse.