ITunes is Apple users exclusively . If your a Apple user then go for it.
Sales figures show that for every 1 apple device sold 4 Android devices are (in general). Most people use Android because its typically a lot cheaper (not necessarily better) and offers a vastly wider choice.
I've owned all streaming devices. The Apple 4k tv doesn't get used because I sold it because the remote is hideous to use. Also I hate anything related to iTunes or Apples app store mainly because prices are cheaper elsewhere. I'm not tight, far from it but I prefer not to use Apple over other products which offer me more and cost less.
Buy both and see what you prefer. Only way you'll know which you'll like better.
I don't like everything equally unfortunately.
Lol.
Yes you need to set up an Apple ID to use the iTunes Store but no more different to me setting up an email and then loading my details into the Play Store. Where can I buy Google content on an Apple TV as an example? Every platform has an element of exclusivity to it.
The iTunes Store has weekly sales for its content including HD films that get free 4K upgrades.
But going from your responses it’s clear you don’t like Apple or their services. Hate is a strong word to use in this scenario IMO. But each to their own I guess.