on setting up mac majove there is no library content loaded on either of my apple tv.

Home Sharing has to be activated on both the computer with iTunes and the Apple TV. For iTunes, that is in the File menu.

Home Sharing is registered with an Apple ID, that has to match for the computer with iTunes and the Apple TV.

To access Home Sharing content on Apple TV, use the Computers app (not the Apple TV app).

Get help with Home Sharing for iTunes libraries - Apple Support

My educated guess:

4a. Check the software firewall in System Preferences. It might be set to block all incoming connections. I think iTunes should be set to allow incoming connections, to enable Home Sharing.