How does a streaming service get on television?

How was Netflix or Amazon Prime Video or other streaming services brought to television? For example, I now have a Samsung TV and press the Home button and see all the streaming service channels there, but how did they get there? Do you have to write to the individual brands or are they put on by themselves the greater the popularity?

You can do that on the internet.

These are apps, just like on your mobile phone, the most popular ones are preinstalled

You have a smart TV that gives you access to the internet, and these things are then pre-installed.

I suppose that depends on the popularity of the streaming service - a rather small, unknown streaming service will probably write to the television manufacturer "Hey, don't you want to preinstall our app, what does it cost?" even run the other way around.

But all just assumptions, no knowledge.

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