A person probably puts them in. When they are adding a new show to the catalog, they can get intro and outro times, along with the subtitles and audio translations and x-ray/extras/commentary and what-have-you, and place the buttons accordingly. Building up those interfaces is a job that people do, just like there are people that build menus for DVDs.
They are manually input into the meta data
Each episode is a specific video file, and that file has an associated text file, often an XML that has a lot of lines in it that tell the system what to do. Such as the date/time to make the content available, it’s length, the format(s), episode names/numbers, and such. Within this is also values for stuff like these you’re asking.
Not every streamer or service does it the same as absolutely nothing is uniform or standard in the steaming world, but it generally pretty simple like this with just an XML file with whatever info they need in there to fill in the blanks.
A person creates these files and values manually They literally will write a line like “start next episode: 28:74”. They figure out when the time to show this stuff is. Not automated.
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