Casting’s Evolution: Why It’s Stronger Than Ever

The world of streaming is constantly shifting, and a recent move by Netflix has brought the technology of casting back into sharp focus. Last month, the streaming giant quietly removed a core feature: the ability to cast videos from its mobile apps to most smart TVs and streaming devices. This function is now limited to older Chromecast models without remotes, Nest Hub displays, and a small selection of Vizio and Compal TVs. This marks a significant reversal for a company that once championed the technology, previously supporting casting on a vast array of devices that used Google’s protocol, including TVs from brands like Sony, Philips, and Toshiba.

Netflix’s history with this technology runs deep. Over a decade ago, engineers at the company were exploring how to better link phones and televisions. They discovered YouTube was working on similar “second screen” concepts, leading to a collaboration. Together with TV manufacturers like Sony and Samsung, they helped develop DIAL (Discovery and Launch), an open protocol that laid the formal groundwork for modern casting. Netflix became the first major streamer to implement it in 2012, allowing PlayStation 3 users to start videos from their phones. Google’s first Chromecast, launched a year later, borrowed ideas from DIAL for its own proprietary system.

For years, casting was a dominant force. Google sold over 100 million Chromecast devices, and some companies, like Vizio, even experimented with casting-centric TVs. However, as smart TVs grew more sophisticated and streaming services poured resources into robust native apps, the necessity for casting began to wane. One streaming operator noted that while casting was once essential, now only about 10 percent of their Android users employ the feature. For Netflix, the decision to scale back casting likely stems from a focus on newer initiatives like cloud gaming and interactive content, where phone-to-TV connectivity is already being used in different, more complex ways.

Despite Netflix’s retreat, casting is far from dead and is actually attracting new proponents. Just last month, Apple integrated Google Cast support into its Apple TV app on Android devices. Over the past two years, major TV brands like Samsung and LG have also started building Google’s casting technology directly into some of their sets. A Google executive emphasized that Google Cast remains a key investment, aimed at providing seamless content sharing from phones to screens anywhere.

This space is also seeing fresh competition from an open-standard approach. The Connectivity Standards Alliance, the group behind the Matter smart home standard, has developed Matter Casting. This protocol promises a more open ecosystem, allowing streaming services and device makers to implement casting without needing direct agreements with Google. Major backers like Amazon advocate for this open standard to give consumers more choice. So far, support is limited to Fire TVs and Echo Show devices, with the Tubi app recently joining as the first third-party service to adopt it.

Adoption hurdles remain, however. A technology strategist with the Alliance candidly admits that even he hasn’t used Matter Casting on his own Fire TV. Beyond a lack of supported apps, there’s significant brand confusion; a TV with a Matter logo for controlling smart lights may not support Matter Casting at all. Yet, the future holds potential catalysts. The recent addition of camera support to Matter creates new, personal content people might want to cast. Furthermore, the consortium is actively developing Matter audio casting for speakers, a feature anticipated later this year that could renew broader interest in the video casting landscape as well.

(Source: The Verge)