Netflix Integration in Chromecast with Google TV “hobbled” says TechHive

This one doesn’t make much sense to me — from a customer service standpoint. Then again, companies that torpedo themselves usually often do so over control. When they try to control what we — their customers — like too much, then it drives us away. Sometimes to their peril.

(remember Quibi? They didn’t let us cast what was on our phones to TV)

More context is in order.

We’ve been quietly using Chromecast with Google TV over Roku since it launched. In fact, on our new 65″ 4K TV we don’t even have all our streaming account logins on Roku, but are on Chromecast with Google TV.

None of that explains why the new Chromecast with Google TV launched with Netflix integration in the first place, only to have it hobbled later, but my attempts to get answers from either company yielded nothing of substance. Google simply said that the level of integration on the new Chromecast can vary by partner, and Netflix said it’s trying to ensure a consistent experience across devices.

Netflix drags streaming TV backward. Cord-cutters should take note | TechHive

It’s puzzling that Netflix is limited the interaction with the relevant search on Chromecast, as this is a somewhat useful tab to see what’s playing across all the services.

Also, odd is the remote actually has a Netflix button. I’m sure the remote can be reprogrammed to point to something else, but Netflix is getting equal billing alongside YouTube on the remote when no other streaming service has a dedicated button. Clearly, Google wanted to promote Netflix as a primary streaming channel and to have all the Netflix Originals showing up in the relevant search. Netflix messing with this interaction for Google TV users seems very misguided to me.

It seems Netflix wants as much viewing behavior contained on their application, so they can graph and research subscriber activity, but they have viewing stats once the subscriber comes to their platform to view the title. How they got there is a little like saying, we want to know how you drove your car to our store, what roads you took, when you left, etc. It’s extraneous.

Conversely, Google wants to do much the same and sell our time using their apps. That’s how they make money. Our usage patterns are quietly creating the future of artificial intelligence.

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