The usual thing in that case would be that crunchyroll asks the production company for money to fund all the marketing it's doing on their behalf.

In fact, the traditional model of television is that you give the show away for free and hope to make money on popularity.

If you produce music, there are multiple companies right now who sell the service of "we will upload your music to every streaming platform, so that anyone who wants to listen to it for free can do that".