I have a Roku TV by TCL and it's doing the same thing. I've had mine for a little over a year and noticed that it wasn't updating the software. I only noticed because I was trying to get the Disney+ channel working since it wasn't showing up. I went through all the support suggestions and it ended in a factory reset. Now my TV is just a TV. Since it's stuck in an endless update loop. I even delinked the device in order to start over and reactivate.
Just had this issue and got off the phone with support. Youll need to press and hold the reset button on the tv for 15 seconds. It is located near wear you would plug in the hdmi cables to the tv. You will have to reconnect internet and log in afterwards, but it fixes the issue.
I have similar problem with TCL 40 TV. Try selecting commerial use instead of home use. You can disable the ad stuff in the setup, later. Check your network settings and if you can see your MAC address and wi-fi network you should be able to add all your channels and be good to go. The loop should stop. If I selected home it put me in a loop which basically was being caused by the wi-fi MAC address being changed and going to zeros. If you see zeros in the MAC address you probably have the same problem I have.
I ran fine until I Roku did it's self updating and downloaded version 9.3.0. Now I no longer can access to my network and the commercial/store setup selction no longer updates the MAC -- the network is dead. And, the 9.3.0 version is the only one I see from Roku. IMO this appears to be a Roku problem. The TCL folks say Rokus does the sofware.
WHERE IS THE ROKU HW SW SUPPORT!! Do they exist of are fellow users/bloggers the tech support as well. If so, where my $$
Same thing - stuck in a loop restart. Then I read on an older forum (reddit) that TCLs will get this way when it is seeking out firmware, particularly from the USB port. (I have a bluetooth headphone hub powered by the USB) So I unplugged that, and all HDMI cables, etc. Reset again, then turned it on, and viola! It worked. Now I only plug in my bluetooth headphones when I need to use them.