Netflix’s integration with the Apple TV app turned out to be short-lived. The streaming giant confirmed that its brief appearance in Apple’s watchlist and “continue watching” features was a mistake. A Netflix spokesperson stated the feature has now been rolled back.
A Surprising Integration
Earlier today, users noticed that Netflix content appeared as a “participating” service in the Apple TV app. This allowed Netflix shows and movies to be included in Apple’s unified watchlist and continue-watching queue, which aggregates content from multiple streaming platforms.
This unexpected integration excited many users, as Netflix has historically refused to cooperate with Apple’s content aggregation efforts. Other companies, including Google, have also been denied such collaboration.
The sudden change raised eyebrows, especially since no official announcement came from Netflix or Apple. Some speculated that it could be a sign of Netflix softening its stance. However, Bloomberg’s Mark Gurman reported that the integration was likely a glitch.
Netflix Confirms Rollback
Netflix quickly confirmed the speculation. According to a spokesperson, the integration was unintentional and had been reversed. Netflix’s official stance remains the same—users must browse and watch content solely within the Netflix app.
This rollback disappointed many fans, especially those who hoped for easier access to Netflix’s vast library through Apple’s user-friendly interface. The watchlist feature is a popular tool that helps users track shows and movies across multiple platforms without opening each app separately.
Read: Apple and Netflix: Is a TV App Integration Finally Happening?
Netflix’s Long-Standing Approach
Netflix has consistently avoided partnerships with companies that aim to centralize content. Its decision not to collaborate with Apple or Google stems from a desire to maintain control over its user experience. By keeping viewers within its own app, Netflix ensures direct engagement with its platform and branding.
What Could Change in the Future?
While the accidental integration showed how easily Netflix could adopt Apple’s features, the company remains firm in its position. However, with streaming competition increasing and user preferences shifting, there’s always a chance Netflix may reconsider in the future.
For now, users hoping for a more seamless experience will need to wait. Netflix content will stay locked to its own app—at least for today.
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