You mean the top part of the screen? That is up to the app developer to control. Some like YouTube use it as an image, others like Plex show the next episodes t

You mean the top part of the screen? That is up to the app developer to control. Some like YouTube use it as an image, others like Plex show the next episodes to pick up on as well as giving an option to resume playback. The Apple TV app might advertise their services, but that doesn’t mean the Apple TV platform is doing any advertising. You only see the app’s ads if you hover over it on the Home Screen and if you remove the app or move it out of the way, you no longer see its ads.