Netflix Ends Support for AirPlay on iOS With Constant Degradation of its Relationship with Apple

Netflix has confirmed that it no longer supports AirPlay, citing "technical limitations" related to Apple's video sling functionality. However, the reasoning does not specifically address the technical limitations that prevent Netflix from supporting this feature. Netflix has instead chosen not to support it, because the company can not control the user experience as it wishes or because of greater problems of competition and collaboration between the two companies.

AirPlay is a feature of Apple devices (and now some third-party devices from partners such as LG and Samsung) that can broadcast audio or video from one gadget to another via the local network. A few days ago, users began to realize that they could no longer use AirPlay in the Netflix iOS app. MacRumors discovered that a support document on the Netflix website had been updated: "Airplay is no longer compatible with Netflix for technical reasons."

Netflix soon clarified with an official statement to some media outlets covering the story. Here is the statement:

We want to make sure that our members enjoy an exceptional Netflix experience, regardless of the device used. With AirPlay's support for deploying to third-party devices, it is not possible to distinguish between devices (which is an Apple TV and what is not) or to certify those experiments. As a result, we decided to discontinue support for Netflix AirPlay to ensure that our quality standard for signage is met. Members can continue to access Netflix via the built-in application via Apple TV and other devices.

From the Consumer Electronics Show in January this year, leading TV manufacturers announced support for AirPlay, while users could typically stream content to their TV via AirPlay only at the same time. Using an Apple TV decoder or another Apple device connected to the TV via the TV. the HDMI port. (Some third-party devices already supported AirPlay, such as Sonos One.)

In the same way that Apple implemented AirPlay, Netflix does not have access to information about the device on which a user is broadcasting. It can be a box of streaming made by Apple or a Samsung TV, among others. Netflix says that not having this information means that it can not certify the target device to ensure a quality experience.

While this may be technically true, there are certainly design approaches that could work around this problem, and it is disconcerting that Netflix does not seem to have the same policy regarding Android TV devices that support Chromecast. (Chromecast is a feature similar to AirPlay offered by Google.)

Observers naturally questioned whether Netflix was doing this to prevent Apple from launching a competitive streaming video service in Apple TV +, but a Netflix spokesman told The Verge: "This is not a game of commercial competition ".

Apple may also prevent Netflix from accessing user data desired by the company via AirPlay on such third-party TVs and other devices. Some observers from Reddit and Slashdot have also speculated that this could be an anti-piracy game, but Chromecast's uninterrupted and uncompromising support is misguided in this idea.

Finally, it is possible that Netflix has simply decided that it could offer a quality application experience on the Apple TV. He can therefore afford to drop this feature, but not on Chromecast, so he needs to leave that door open for Chromecast. or give up being able to serve the large number of customers who own Chromecast solutions. In other words, Netflix may be forcing users to access its service via the method that it can fully control.

Even if we take the word Netflix that there is no commercial competition, this is the latest in a series of limitations on how Netflix and Apple services work together – or rather, how they do not do it.

Netflix was a blatant omission from Apple's TV application on iOS and Apple TV devices. The application brings together the most recent content from multiple streaming platforms (from Hulu to HBO Now, via networked applications such as Comedy Central) into a single stream for the user. Netflix recently announced that it would not participate in Apple's new video service, which extends this concept. It also ended the possibility of subscribing to the Netflix service via Apple's billing system (thus avoiding giving Apple a significant reduction in its revenues). In addition, the new interactive series of Netflix as Bandersnatch does not work on the Apple TV.

Netflix still offers native apps for Apple TV and iOS devices, but it's the bare minimum. It's hard to determine whether Netflix, Apple or both are ultimately responsible for the current state of affairs – there are probably some aspects of it that are not publicly visible – but users seem to be the ones who Pay the price for the continued failure of these two companies must work together productively to create positive and innovative user experiences.