Netflix will likely be a pre-installed app. At the very least, it will be available day 1. It's part of the default universal search along with Hulu.
From what I've seen of the dev units running the GM of tvOS, even the App Store app isn't visible at present. It's my guess that either later today, or first thing tomorrow, the app Store app will appear, and then you'll be able to download apps, and that will include nextflix. It's possible Apple might push something onto the device, in a similar manner as the current apple tv when it gets new "channels" for Netflix, so think of it as an alias, so tapping on it goes and gets the app. I've no idea though.
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Rumor has it that the reviewer devices have an updated build of tvOS with the App Store, so there could be another tvOS update for developers to enable the App Store for their devices.
On the subject of iPlayer. Good to see BBC deciding it might be a good idea to do this. I suspect the Auntie Player showed that it's not that difficult to do, and people DO want this. Would have been nice if it was there for the launch of the device.
Wether it'll work via a VPN, I don't know, but would be hopeful that it would, as an ex-pat it would be nice to use iPlayer to watch shows, rather than obtaining them by other methods
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