Casting is dead. Long live casting!

This is Lowpass by Janko Roettgers, a newsletter on the ever-evolving intersection of tech and entertainment, syndicated just for noti.group subscribers once a week.

Last month, Netflix made the surprising decision to kill off a key feature: With no prior warning, the company removed the ability to cast videos from its mobile apps to a wide range of smart TVs and streaming devices. Casting is now only supported on older Chromecast streaming adapters that didn’t ship with a remote, Nest Hub smart displays, and select Vizio and Compal smart TVs.

That’s a stunning departure for the company. Prior to those changes, Netflix allowed casting to a wide range of devices that officially supported Google’s casting technology, including Android TVs made by companies like Philips, Polaroid, Sharp, Skyworth, Soniq, Sony, Toshiba, and Vizio, according to an archived version of Netflix’s website.

But the streaming service didn’t stop there. Prior to last month’s changes, Netflix also offered what the company called “Netflix 2nd Screen” casting functionality on a wide range of additional devices, including Sony’s PlayStation, TVs made by LG and Samsung, Roku TVs and streaming adapters, and many other devices. Basically, if a smart TV or streaming device was running the Netflix app, it most likely also supported casting.

That’s because Netflix actually laid the groundwork for this technology 15 years ago. Back in 2011, some of the company’s engineers were exploring ways to more tightly integrate people’s phones with their TVs. “At about the same time, we learned that the YouTube team was interested in much the same thing — they had already started to do some work on [second] screen use cases,” said Scott Mirer, director of product management at Netflix at the time, in 2013.

The two companies started to collaborate and enlist help from TV makers like Sony and Samsung. The result was DIAL (short for “Discovery and Launch”) — an open second-screen protocol that formalized casting.

In 2012, Netflix was the first major streaming service to add a casting feature to its mobile app, which at the time allowed PlayStation 3 owners to launch video playback from their phones. A year later, Google launched its very first Chromecast dongle, which took ideas from DIAL and incorporated them into Google’s own proprietary casting technology.

For a while, casting was extremely popular. Google sold over 100 million Chromecast adapters, and Vizio even built a whole TV around casting, which shipped with a tablet instead of a remote. (It flopped. Turns out people still love physical remotes.)

But as smart TVs became more capable, and streaming services invested more heavily into native apps on those TVs, the need for casting gradually decreased. At CES, a streaming service operator told me that casting used to be absolutely essential for his service. Nowadays, even among the service’s Android users, only about 10 percent are casting.

As for Netflix, it’s unlikely the company will change its tune on casting. Netflix declined to comment when asked about discontinuing the feature. My best guess is that casting was sacrificed in favor of new features like cloud gaming and interactive voting. Gaming in particular already involves multidevice connectivity, as Netflix uses phones as game controllers. Adding casting to that mix simply might have proven too complex.

However, not everyone has given up on casting. In fact, the technology is still gaining new supporters. Last month, Apple added Google Cast support to its Apple TV app on Android for the first time. And over the past two years, both Samsung and LG incorporated Google’s casting tech into some of their TV sets.

“Google Cast continues to be a key experience that we’re invested in — bringing the convenience of seamless content sharing from phones to TVs, whether you’re at home or staying in a hotel,” says Google’s Android platform PM Neha Dixit. “Stay tuned for more to come this year.”

Google’s efforts are getting some competition from the Connectivity Standards Alliance, the group behind the Matter smart home standard, which developed its own Matter Casting protocol. Matter Casting promises to be a more open approach toward casting and in theory allows streaming services and device makers to bring second-screen use cases to their apps and devices without having to strike deals with Google.

“We are a longtime advocate of using open technology standards to give customers more choice when it comes to using their devices and services,” says Amazon Device Software & Services VP Tapas Roy, whose company is a major backer of Matter and its casting tech. “We welcome and support media developers that want to build to an open standard with the implementation of Matter Casting.”

Thus far, support has been limited though. Fire TVs and Echo Show displays remain the only devices to support Matter Casting, and Amazon’s own apps were long the only ones to make use of the feature. Last month, Tubi jumped on board as well by incorporating Matter Casting into its mobile apps.

Connectivity Standards Alliance technology strategist Christopher LaPré acknowledges that Matter Casting has yet to turn into a breakthrough hit. “To be honest, I have Fire TVs, and I’ve never used it,” he says.

Besides a lack of available content, LaPré also believes Matter Casting is a victim of brand confusion. The problem: TV makers have begun to incorporate Matter into their devices to let consumers control smart lights and thermostats from the couch. Because of that, a TV that dons the Matter logo doesn’t necessarily support Matter Casting.

However, LaPré also believes that Matter Casting could get a boost from two new developments: Matter recently added support for cameras, which adds a new kind of homegrown content people may want to cast. And the consortium is also still working on taking casting beyond screens.

“Audio casting is something that we’re working on,” LaPré confirms. “A lot of speaker companies are interested in that.” The plan is to launch Matter audio casting later this year, at which point device makers, publishers, and consumers could also give video casting another look.