Yes, one or two, and not annoying (not trying to grab your attention). No ads for toothpaste or cars.
Apple TV is not the solution for purists who cannot handle anything that can be construed as an ad. It’s a great solution for those who just want to browse and watch content without distracting ads everywhere.
Amazon started this trend among major streaming services - showing self promotion ads.
Apple took notes and decided to outdo them. The F1 movie ads famously popped up in inappropriate places.