Here are some more details about what images you need to upload for the App Icon and Top Shelf Image:
App Icon:
All the layer images are combined into an app icon.
The layers are used to give the app icon some animation when people bring it into focus. You can see a preview of this behavior by hovering over the app icon preview on our Apple TV Publishing site.
Use proper layer separation:
You should split your final app icon into 2 or 3 layered images.
So uploading the same image for all 3 layers is not a good idea.
Transparent background: to avoid hiding the background image, the front and middle layers should always have a transparent background.
The middle layer is optional - do not upload an image here if you are unsure about it.
If your icon includes a logo or text, it is important to separate it from the background:
You can achieve this by uploading your logo or text image with a transparent background as the front layer.
Additionally, upload a background image as the background layer.
Please note that the middle layer is optional and not necessary.
Top Shelf Image:
The Apple TV home screen has a section called Top Shelf that displays banners/cards to highlight the content of the selected app.
So think of your Top Shelf image as a banner ad for your videos! Or a movie/TV poster.
Some ideas on what to put on your Top Shelf image:
The simplest option is to just show your logo in the Top Shelf Image.
Alternatively, you can show a screenshot of your video content.
The best option is to create some kind of movie poster or thumbnail image.