Apple logo on display, and flashing white light. tried unplugging power

Those symptoms indicate a failure to start up properly. You may need to have the Apple TV system software restored (re-installed). For the non-4K models, users can do this themselves, by connecting to a computer through USB. For the 4K models, users need assistance from Apple.

Restore your Apple TV - Apple Support

If you have an Apple TV 4K

If you see a warning symbol  while trying to update the software on your Apple TV, or see a black screen on your TV and flashing indicator light on the front of your Apple TV, contact Apple Support. 

If you have an Apple TV HD or earlier

If you see a warning symbol  while trying to update the software, or see a black screen on your TV and a flashing indicator light on your Apple TV,  you can restore your Apple TV.

It’s possible that your AppleTV failed during the installation of an update

About the Apple TV status light - Apple Support

I would try resetting it using a Mac

Reset Apple TV - Apple Support