I am being charged for Apple TV but can't watch programs

The Apple TV+ app on your cable box will want users to sign in with their Apple ID account, in order to authenticate for the Apple TV+ subscription content.

To sign in to the app, find the in-app Settings (sprockets wheel icon), using the Apple ID account that has this subscription.

Is this about an Apple TV+ subscription?

On what device is this happening? Do you have the Apple TV box? Identify your Apple TV model - Apple Support. Or do you have the Apple TV app on a third party device? Apple TV app-supported devices - Apple

What happens when you try to watch such a program? Do you get an error message? What does it say?