Thanks for the response.
Yes, I had another Apple TV in a past and it's still showing as Apple TV in my developer profile. Only this new one has the issue.
I added this via Xcode not manually so I couldn't enter the UDID wrong. I've also triple checked this UDID and it's exactly the same as in Xcode (which is seeing the Apple TV as Apple TV connected via network).
Thanks I will reach out then through "Contact Us" form you linked.