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Apple TV lets you access your iCloud so you can use it to access your photos, movies and even your music. At the same time, you have the option of installing various apps to do things like use other streaming providers (Netflix, etc.). Of course there are associated apps for different media libraries. You can also connect your PC to Apple TV via the app.
Start Apple TV and open the App Store. Search for the app you'd like and select "Install" if it's a free app. In case of paid apps, you are directed to the "Buy" button.