Earlier quoted context omitted.
In my household we have two Apple TVs sitting next to each other, and two remotes with the names of my partner and mine on them as most apps don't properly support profiles so that's the easiest solution. If they do that so people buy more devices...it's definitely working.
It’s the vendors not supporting platform features. Usually, actively avoiding it because they think it’d dilute their brand or some shit. I solved this by just pirating everything and putting it in Jellyfin with Infuse on my AppleTV. Managing profiles and parental controls (and god forbid you also want actual curation ) is just totally broken if you pay money for the content, but if you pirate it, it works. Go figure…
It's a bit similar to them not supporting Apple TV's "Continue Watching" feature as they don't want to hand over all their watch data to Apple.
In any case, once you have a good setup the pirating UX is very hard to beat (I'm looking forward to the day that Jellyfin on tvOS has feature parity with Plex, not a big fan of Infuse personally. That's the issue to follow for that: https://github.com/jellyfin/Swiftfin/discussions/1294).