In case anyone was wondering, you can use:
crunchyroll://
to launch Crunchyroll on Apple TV devices.
An example of launching a specific episode of a show looks like this:
crunchyroll://watch/GMKUX838J/operation-strix
Where everything after the :// is just everything after crunchyroll.com/ on their site.
https://www.crunchyroll.com/watch/GMKUX838J/operation-strix