Netflix has quietly ended the ability for most users to cast or mirror shows and movies from their mobile devices to TVs and other streaming devices, prompting criticism from subscribers. The streaming giant recently updated its Help Centre to state, “We no longer support casting shows from a mobile device to most TVs and TV-streaming devices.”
Users are now required to use the remote that comes with their TV or streaming device to navigate Netflix. However, some older Google Chromecast devices or TVs that natively support Google Cast will still allow casting from mobile devices, but only for subscribers on Netflix’s more expensive ad-free plans, which have increased to $20.99 per month in Australia.
Subscriber Frustration and Social Media Backlash
Subscribers began noticing the removal of mobile casting in recent weeks, taking to social media to express their frustration over the change. This development is likely to complicate how Netflix subscribers use their accounts on TVs or streaming devices they typically do not log into, such as when traveling or visiting someone else’s home.
One user lamented, “This sucks for traveling. I don’t want to type my account credentials into a random hotel room TV.” Another user, who first noticed the changes in November, wrote that the removal of casting was “done with zero warning” from Netflix. They added, “I’m annoyed, as Chromecasting is the main way that I watch streaming.”
Netflix’s Silence and Speculations on the Move
Netflix has declined to comment on the reasons behind the removal of mobile casting. A spokesperson suggested that the feature was no longer widely used by subscribers. Users have speculated that the change might be related to technical issues preventing Netflix from playing ads on older TVs and streaming devices while casting.
Additionally, there are suggestions that the move could be part of Netflix’s ongoing efforts to crack down on account sharing. The company was among the first streaming services to prevent users from sharing accounts, a change that impacted Australian subscribers starting in May 2023.
Historical Context and Industry Trends
This is not the first time Netflix has discontinued a casting service. In 2019, Netflix ended its support for Apple’s AirPlay protocol, citing “technical limitations” after Apple expanded AirPlay support to third-party devices. At that time, Netflix stated, “We have decided to discontinue Netflix AirPlay support to ensure our standard of quality for viewing is being met.”
Netflix has approximately 6.4 million subscribers in Australia, as reported by Telsyte in October. This places it ahead of competitors like Amazon Prime Video, which has around 5.1 million subscribers, and Disney+, with 3.3 million subscribers.
Implications and Future Outlook
The removal of mobile casting could have significant implications for how subscribers interact with Netflix, particularly those who rely on mobile devices for flexibility and convenience. The move may push some users to reconsider their subscription plans or explore alternative streaming services that offer more versatile viewing options.
As the streaming landscape continues to evolve, companies are increasingly focusing on monetization strategies and user engagement. Netflix’s decision to end mobile casting might be a step towards optimizing its service offerings and ensuring a consistent viewing experience across devices.
Subscribers and industry analysts alike will be watching closely to see how Netflix addresses user concerns and whether this change will affect its subscriber base in the long term. Meanwhile, the streaming giant remains silent on any potential future updates or reversals of this decision.
