During its MacBook event today, Apple announced single sign-on (SSO) for Apple TV apps will be included with a new "TV" app that bundles all TV content into one place. The app will be available for Apple TV and iOS devices.
Now, instead of authenticating every single app via your cable provider, you'll only have to do it once.
As Apple describes it, "When you enter your cable or satellite subscription credentials on Apple TV, you get immediate access to all the apps in your pay TV package that support single sign-on. So you authenticate once and you're done."
Since it's up to the app maker to add SSO as a feature, not all apps will have it at launch. The new TV app, which includes SSO, will launch "by the end of the year."
Source:
https://www.cnet.com/how-to/what-is-single-sign-on-apple-tv/
