Netflix content briefly appeared within the Apple TV app, sparking excitement among users. However, the streaming giant quickly retracted this integration, stating it was an error.
Netflix and Apple TV: A False Start
The free Apple TV application aims to consolidate access to shows from various streaming platforms. Naturally, this includes Apple TV+, along with services like Amazon Prime Video, Disney+, and Paramount+.
This integration requires both user approval and the consent of each streaming service. Netflix had previously declined to participate… until recently, or so it seemed.
Update: The Verge reported a statement from a Netflix spokesperson: “This morning’s window where Netflix appeared as a ‘participating’ service in Apple TV — including temporary support for the watchlist and ‘continue watching’ features — was an error and has now been rolled back.”
Reports surfaced early Friday of Apple TV users being prompted to connect Netflix to the Apple TV app:
Am I dreaming? Netflix integration in the Apple TV app? pic.twitter.com/yMeWk6x2US
Thereafter, Netflix series populated the “Continue Watching” section within the Apple TV app.
Netflix stands as one of the leading streaming services, slightly trailing behind Prime Video. Executives believe they don’t require Apple’s assistance, preferring subscribers to utilize the dedicated Netflix app.
While understandable from Netflix’s perspective, hub applications like Apple TV offer a valuable service by allowing users to discover content across different streaming platforms. For instance, a user seeking to watch The X-Files can utilize Apple’s app to determine that it’s available on Hulu.
It Was a Limited Rollout
The Netflix integration was not officially announced by either Apple or Netflix. Users discovered it independently.
Access to connect Netflix to the Apple TV application was limited to users with the physical Apple TV set-top box, specifically those in the United States.
It remains unclear who initiated the erroneous Netflix integration or the precise circumstances surrounding it. Some speculate that the two companies might have been testing a feature for future release, but this remains unconfirmed.
Addressing the False Netflix Integration
Given that the integration was rolled back, the primary method is to verify the current status of Netflix integration within the Apple TV app. This approach directly confirms whether the feature is active or inactive, providing immediate clarity.
Checking for Netflix Integration within the Apple TV App
Step 1: Open the Apple TV app on your Apple TV device.
Step 2: Navigate to the Settings menu.
Step 3: Look for a section labeled Connected Apps or Streaming Services.
Step 4: Check if Netflix is listed as a connected service. If it is, the integration is (or was) active. If it’s not listed, then there’s no integration.
Understanding Why Netflix May Not Integrate
Netflix’s hesitance to fully integrate with aggregator apps like Apple TV stems from a few key considerations:
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Maintaining Brand Identity: Netflix likely prefers users to experience their content within the Netflix app, reinforcing their brand and user interface.
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Data Collection: Keeping users within their own app allows Netflix to collect more comprehensive data on viewing habits, which informs content recommendations and future programming decisions.
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Subscription Control: Netflix maintains direct control over subscriptions and billing when users access the service through its own app. Integrating with Apple TV could potentially complicate this process.
The brief appearance of Netflix within the Apple TV app proved to be a false alarm, leaving users to continue managing their streaming subscriptions separately. Hopefully, a true integration is in works for the future.