I know I am late to the party, but here is a probably more up-to-date solution. Following this documentation solved my problem: https://developers.google.com/cast/docs/registration#find_device_serial_number
According to the documentation, for cast-enabled Android TVs, the serial number can be found in the following way:
Android TV (ATV) devices have multiple serial numbers associated with them. The software (Cast) serial number can be obtained either by casting the Cast Developer Console page to the ATV device as outlined above, or by putting the ATV device into developer mode and looking in the Cast settings for the software serial number.
To put your ATV device into developer mode, navigate to Settings > System > About > Android TV OS build, and click on the build several times until the device notifies you that you are in developer mode. To find the serial number once in developer mode, navigate either to Settings > Device Preferences > Chromecast built-in or Settings > System > Cast, depending on your ATV model, and you'll see the software serial number displayed.
Also, since just by looking at the screen there is no way to disambiguate zero and capital O, or small L and capital I, etc., you can simply cast the page in the link above to read out the serial number for you:
To find the serial number of any device, you can cast the Cast Developer Console page to the device:
- Click the Cast button (as if you were casting this page).
The prompt displays Cast tab and lists the available devices.
- From the drop-down menu, select the device for which you want to obtain the serial number.
- For display devices, the serial number displays on the TV screen and is read aloud on the TV speakers (to help disambiguate 0's and O's).
- For audio devices, the serial number is read aloud on the speaker being cast to.