Q: Can't Play Shared Purchased Content in iTunes Store

I am trying to let my kids stream shared content by setting up an Apple ID for them under Family Sharing. I am following these instructions to allow them to play my shared content:

Sharing purchased content with Family Sharing

But when I go to my purchased content in the iTunes store, the only option is to download. I can't play it as the instructions say I should be able to. What am I doing wrong here?