Log in with the Apple ID that you use with your Apple TV.
Then, scroll down and go to Devices.
Select your Apple TV.
Your serial number can be also found in the below places:
Bottom of the Apple TV
Do remember that serial number on your device is reflective, so you’ll need to use a light to be able to see the number.
Unless you have thrown away the original box from your Apple TV, take a look at the Barcode, which contains your device’s serial number.
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