Aura Kasih
In a move that has sent ripples through the digital entertainment ecosystem, Netflix has significantly curtailed its long-standing support for casting, a feature that once stood as a cornerstone of the streaming experience. This drastic reduction in compatibility, impacting a vast array of smart TVs and streaming devices previously able to receive content from mobile applications, marks a pivotal moment, signaling a potential shift away from a technology that Netflix itself helped pioneer.
For over a decade, the ability to effortlessly beam content from a smartphone or tablet to a larger screen, commonly referred to as "casting," has been an integral part of how consumers engage with streaming services. Netflix, a company synonymous with the rise of on-demand entertainment, was not merely an early adopter but a foundational architect of this seamless inter-device connectivity. Fifteen years ago, Netflix engineers, alongside their counterparts at YouTube, embarked on a collaborative journey to bridge the gap between personal devices and television sets. This shared vision culminated in the development of DIAL (Discovery and Launch), an open-source protocol designed to facilitate second-screen experiences.
Netflix’s initial implementation of DIAL in 2012 allowed users to initiate video playback on their PlayStation 3 consoles directly from their mobile devices. This innovation predated Google’s introduction of the Chromecast dongle by a year, with the latter adopting and refining the principles of DIAL into its proprietary Google Cast technology. The ubiquity of this technology was undeniable; Google reported sales of over 100 million Chromecast devices, and manufacturers like Vizio even experimented with integrated casting experiences, such as bundling a tablet with a television for remote control.
However, the landscape of home entertainment is in constant flux. As smart televisions evolved to become more powerful and feature-rich, boasting increasingly sophisticated native applications, the reliance on external casting as a primary method of content delivery began to diminish. Industry observers noted a significant decline in casting usage, with one streaming service operator revealing that even among its Android user base, only a modest 10% still utilize the feature regularly. This trend suggests a broader industry pivot, where the focus shifts from an intermediary casting solution to direct integration within the television’s operating system.
Netflix’s decision to de-emphasize casting is likely driven by strategic considerations, potentially prioritizing resources towards emerging technologies such as cloud gaming and interactive content features. The inherent complexity of managing a multifaceted casting infrastructure, especially when developing advanced functionalities like mobile-as-a-game-controller solutions, may have rendered it a lower priority. The company’s reticence to comment on the discontinuation further suggests a definitive strategic direction, signaling that a return to broad casting support is improbable.
Despite this significant retreat from a major player, the narrative of casting is far from over. In fact, the underlying technology continues to attract new adherents and evolve. Apple, a notable player in the consumer electronics and services space, has recently incorporated Google Cast support into its Apple TV app on Android, demonstrating an expanding ecosystem of compatibility. Furthermore, major television manufacturers like Samsung and LG have begun integrating Google’s casting technology into select new TV models, underscoring its continued relevance for certain market segments.
Google remains a staunch proponent of the Google Cast ecosystem, emphasizing its commitment to delivering a convenient and frictionless content-sharing experience. The company’s platform management team has indicated ongoing development and expansion of this technology, hinting at future enhancements and broader adoption. This sustained investment by Google suggests a belief in the enduring utility of casting, particularly in scenarios ranging from home entertainment to hospitality environments like hotels.
Adding another layer of complexity and potential innovation to the casting arena is the Connectivity Standards Alliance (CSA), the organization behind the Matter smart home standard. The CSA has developed its own "Matter Casting" protocol, an initiative aimed at fostering a more open and decentralized approach to second-screen functionalities. Unlike Google Cast, Matter Casting aspires to empower streaming services and device manufacturers to implement casting capabilities without requiring direct licensing agreements with Google. This open standard approach aligns with a broader industry push for interoperability and consumer choice.
Amazon, a significant proponent of the Matter standard and its associated casting technology, views Matter Casting as a crucial step towards providing consumers with greater flexibility in how they interact with their devices and services. The company has expressed its support for media developers embracing open standards for implementing casting features. However, the widespread adoption of Matter Casting has been gradual. Currently, its support is primarily limited to Amazon’s own Fire TV devices and Echo Show displays, with Amazon’s native applications being the initial implementers. Recently, Tubi became one of the first third-party streaming services to integrate Matter Casting into its mobile applications, signaling a nascent but growing ecosystem.
Despite its potential, Matter Casting has encountered challenges in achieving widespread consumer traction. Industry experts acknowledge that the protocol has yet to achieve breakthrough status. A key hurdle identified is brand confusion. Many televisions now carry the Matter logo, indicating compatibility with the broader smart home standard for controlling devices like lights and thermostats. However, this logo does not automatically signify support for Matter Casting, leading to potential misunderstandings among consumers regarding the specific functionalities available. Furthermore, a perceived lack of readily available content that leverages Matter Casting has also contributed to its slow uptake.
Nevertheless, the CSA remains optimistic about Matter Casting’s future prospects, anticipating advancements that could invigorate its adoption. The recent addition of camera support to the Matter standard opens up new avenues for "homegrown" content that users might wish to cast. More significantly, the CSA is actively exploring the expansion of casting capabilities beyond visual displays. The organization is developing "Matter Audio Casting," a protocol designed to enable seamless audio streaming to a variety of speaker systems. The planned launch of this audio casting feature later this year could potentially re-energize interest in the broader Matter casting ecosystem, encouraging device makers, content providers, and consumers to re-evaluate video casting as well.
The divergence in strategies between major streaming platforms like Netflix and the ongoing development by tech giants and standards bodies like Google and the CSA highlights a dynamic and evolving market. While Netflix’s withdrawal from extensive casting support may reflect a shift towards integrated experiences and next-generation entertainment features, the continued investment in and development of casting technologies by other key players suggests that the fundamental concept of easily sharing content across devices remains a compelling proposition. The future of casting, therefore, is not one of obsolescence but of transformation, with emerging standards and expanded functionalities poised to redefine its role in the connected home.
Ridwan Kamil
Safa Marwah