Apple forces you to share your viewing data in order to open movies in [Netflix, Prime, etc] from the home screen’s search on Apple TV
Searching for a movie on AppleTV from the home menu used to take you to the movie’s page and shows “Play” or “Add Next” if it’s available on one of your existing streaming apps, with a light gray name of the streaming service above the button to show where it’s available.
Naturally, you would think you can just hit play and start watching. Instead, if you haven’t yet connected your account you’re asked to connect with Apple and share your viewing habits, purchases, etc.
If you decline, it takes you back to the movie page. The movie does not start.
As much as Apple claims to care about privacy, they’re plainly telling you that you must give up your privacy just to open a movie from the search screen.