Apologies that this turned out a little long.
I haven't seen the lectures but I've just taught through the book. So I understand what you're feeling. Strang is going for a more intuitive than axiomatic style in his exposition. So you're right; he assumes that the SVD exists and then derives what the data have to be.
But if you read the section backwards you can get a more deductive version. First, $A^TA$ is symmetric and positive semi-definite (previous two sections of the book). Therefore $A^TA$ is diagonalizable by an orthonormal matrix, and its nonzero eigenvalues are all positive. This is the key fact that allows the SVD to happen. Order them as $\sigma_1^2 \geq \sigma_2^2 \geq \dotsm \geq \sigma_r^2 > 0$. Notice $r = \operatorname{rank}(A^TA)$, which is equal to $\operatorname{rank}(A)$ (this is proven in Chapter 3 somewhere). Let $v_1, \dots, v_r$ be an orthonormal set of eigenvectors for these positive eigenvalues, and $v_{r+1}, \dots, v_{n}$ an orthonormal basis for the zero-eigenspace, i.e., the nullspace of $A^TA$.
Then he shows that if $v$ is a unit eigenvector of $A^TA$ with eigenvalue $\sigma^2$, then $u = \frac{1}{\sigma}Av$ is a unit eigenvector of $AA^T$ with eigenvalue $\sigma^2$. This is the key relation in the SVD. So if $V$ is the $n \times n$ matrix whose $i$th column is $v_i$, $V_r$ the first $r$ columns of $V$, $\Sigma_r$ the $r \times r$ diagonal matrix whose $i$th entry is $\sigma_i$, and $U_r$ the $m\times r$ matrix whose $i$th column is $u_i = \frac{1}{\sigma_i} A V_i$, we have
$$
U_r = AV_r \Sigma_r^{-1} \implies U_r \Sigma_r = AV_r
$$
Multiplying both sides by the transpose of $V_r$ and noting its columns are orthonormal, we have
$$
U_r \Sigma_r V_r^T = A V_r V_r^T = A I_r = A
$$
But wait, there's more! as Strang might say. The vectors $v_{r+1},\dots,v_n$ span the nullspace of $A^TA$. But the nullspace of $A^TA$ is the same as the nullspace of $A$. The vectors $u_1, \dots, u_r$ are $r$ (remember, this is the rank of $A$) orthonormal vectors in the column space of $A$, so they span the column space (a subspace of $\mathbb{R}^m$). We can complete the set $u_1, \dots, u_r$ with orthonormal vectors $u_{r+1},\dots,u_{m}$ to create a full orthonormal basis of $\mathbb{R}^m$.
We now have $r$ triples $(v_i,u_i,\sigma_i)$, where $Av_i = \sigma_i u_i$, and $n-r$ vectors $v_{r+1},\dots v_{n}$, where $A v_i = 0$. So if we let $\Sigma$ be the diagonal matrix $\Sigma_r$ augmented by $n-r$ columns of zeros and $m-r$ rows of zeros, and $U$ be the full $m\times m$ matrix whose $i$th column is $u_i$, it's still true that $AV = U\Sigma$. So again,
$$
A = U \Sigma V^T
$$
but now $U$ is an orthogonal $m\times m$ matrix, $V$ is an orthogonal $n\times n$ matrix, and $\Sigma$ is the sparse $m\times n$ matrix whose $(i,i)$-th entry is $\sigma_i$, with all other entries zero.
The final beautiful fact comes from taking orthogonal complements. We have an orthonormal basis $u_1, \dots, u_m$ of $\mathbb{R}^m$, the first $r$ of which span the column space of $A$. Therefore the remaining $m-r$ vectors $u_{r+1},\dots,u_m$ span the $C(A)^\perp = N(A^T)$. Likewise, $v_1,\dots,v_n$ is an orthonormal basis of $\mathbb{R}^n$, the last $n-r$ of which span the nullspace of $A$. Therefore the first $r$ of them span $N(A)^\perp = C(A^T)$. Thus the SVD produces not just the singular values and this nice factorization, but simultaneously a set of orthonormal bases for the four subspaces.