That's great that there are at least 2 ways to watch it on Roku now. As for "providers", when you see a cable channels speak of providers, they generally mean cable TV companies, satellite TV etc. - companies you pay a monthly bill to that pass a fraction on to each channel. But with YouTube TV, Hulu + Live, Sling etc. you now have what they call "providers" on streaming devices.
If they want to be directly on a streaming device like Roku, they can just create an app like everyone else. From what I hear, the successful business model for streaming involves having a vast back catalog that people will watch over and over. Topical ephemeral stuff seems to have trouble breaking even. So far at least. But perhaps if that DireTV MyNew takes off, then there will be more attempts.