From Apple:

Customers who have enabled their Apple TV to automatically install apps can download your app straight to Apple TV from their iOS device or computer.

One of the largest challenges with tvOS is the discoverability of apps on the Apple TV’s App Store. The majority of customers are simply not going to sit on their couch and browse like they would on mobile.

Apple’s latest development aims to fix this. Now, customers can find your app on the internet and click a button to install it on their Apple TV remotely.