Federico Viticci, reporting for MacStories:

Apple has begun rolling out web links and iTunes web previews for Apple TV apps. The change, first noticed by Jeff Scott and which we were able to confirm via Safari on OS X, allows users to link to tvOS apps in a web browser, which will show an iTunes Preview with screenshots, app description, and other information.

I hope Apple adds purchase buttons to these web previews that will automatically initiate downloads on your Apple TV. They aren’t currently viewable from an iOS device, but presumably that will change in the future as well.