Some users experience unwanted sounds when the game sounds are all disabled because they use the Companion app, which also plays game sounds. If that’s your situation, in the Companion app, go to Settings → Notifications → Game Sound Effects and turn it off.
If that’s not what’s happening then I have no idea what to do.
Apple TV. It is actually a reported issue (basically some local storage gets corrupted or erased and as a result cached login and settings are lost). Server side settings such as profile details are not affected.
Most troubleshooting steps including full reinstall simply don’t help. I gave up fixing it so I am looking for this workaround which is also a simple addition to the ride menu.