As with other streaming services, selecting a Netflix show from Apple’s TV app will launch it in the Netflix app. Content won’t appear unless you’ve installed the Netflix app and enabled the integration, which can be found in the tvOS Settings app under Apps > TV.

Various subscription services can be integrated into an overview in Apple's TV app. Netflix is not yet one of them. This could change soon.

Furthermore, Mark Gurman at Bloomberg reports that the integration “is probably some sort of bug.” And The Verge reports that a Netflix spokesperson confirmed that it was an error and has now been rolled back. But it’s not exactly the kind of thing that could happen solely by accident.