Alternatives to Casting: How Publishers Can Ensure Seamless TV Playback After Netflix’s Change

When casting breaks, publishers lose viewers — and revenue. Here’s a practical playbook to recover fast.

The scene is familiar to creators and publishers in early 2026: a user taps "Play" on a mobile article or an influencer’s clip, expects the living-room TV to take over, and is met with silence. Netflix’s January 2026 removal of broad phone-to-TV casting support exposed a critical fragility in the distribution stack. If your audience can’t easily move from phone to TV, watch time, engagement, and monetization decline — fast.

What this guide delivers

This article gives a step-by-step, actionable roadmap for publishers, creators, and influencers to implement reliable casting alternatives and preserve a seamless TV playback experience. We focus on four pragmatic channels: AirPlay, built-in TV apps, HDMI fallbacks, and strategic smart TV partnerships. Each section includes technical considerations, UX patterns, analytics guidance, and rollout priorities for 2026.

Topline: Immediate triage (first 72 hours)

When a major casting change hits, act quickly to limit churn. Think of this as a newsroom emergency plan for distribution:

1. Communicate instantly — publish a short explainer telling viewers there are alternate viewing methods (AirPlay, direct app links, HDMI). Use banners in site/article headers and pinned social posts.
2. Add a "Watch on TV" button to video pages that exposes alternate flows and one-click deep links to apps or instructions.
3. Deploy QR codes on mobile pages and social graphics linking directly to TV app stores or to a one-page help hub with step-by-step instructions and short tutorial videos.
4. Flag high-impact content — prioritize sports, long-form features, and paid-access video for immediate TV enablement.

1. AirPlay: Fast wins for Apple-centric audiences

AirPlay remains the easiest TV fallback for iPhone and iPad users in 2026 — especially as Apple has doubled down on support across Apple TV, Samsung (select models), and Apple-certified smart TVs in recent 2025-26 firmware updates. For Apple-first audiences this should be the low-friction first option.

Actionable setup

• Detect iOS user agents and surface a single-tap AirPlay CTA that opens a short overlay with a one-sentence instruction and a 10-second demo GIF.
• Provide a fallback link to the Apple TV app if the viewer prefers the native app experience.
• Embed a tiny Web App Manifest meta that enables Apple-specific PWA behaviors and improved handoff to Apple TV when available.

UX tips

• Keep instructions visual: two frames max — "Swipe to Control Center" and "Tap AirPlay" — because step-by-step text loses impatient users.
• Use geotargeted CTAs: if analytics show many viewers on iOS in a location, push AirPlay as the first option.

Technical & DRM considerations

If your content uses DRM, ensure your playback stack supports Apple FairPlay. For server-based manifests, verify that the HLS/CMAF packaging is compatible with AirPlay streaming policies. Work with your CDN and DRM vendor to enable smooth handoffs.

2. Built-in TV apps: The durable, long-term strategy

Built-in TV apps — native apps on platforms like Roku, Amazon Fire TV, Google TV, Samsung Tizen, and LG webOS — are the most robust solution for preserving viewer experience at scale. The trend in late 2025 and early 2026 has been clear: device makers favor app-first experiences and push users toward native discovery layers. Publishers that invest here gain control of the TV UX and direct monetization paths.

Prioritization framework

Not all apps are equal. Prioritize platforms by audience share and revenue potential:

1. Roku & Amazon Fire TV — large user bases and strong ad SDK support.
2. Google TV / Android TV — good reach among Google ecosystem users; important for Chromecast replacement.
3. Apple TV — premium audience, AirPlay-friendly.
4. Samsung Tizen & LG webOS — must-haves for built-in TV app distribution.

Practical rollout steps

1. Run an inventory: identify top 100 videos and formats that must be available on TV.
2. Leverage cross-platform SDKs: use solutions like React Native for TV or dedicated frameworks (Roku SceneGraph, Android Leanback) to speed development.
3. Start with a Minimum Viable TV App (MVTV): linear navigation, account linking, and ad slots. Add advanced features in iterative releases.
4. Use deep linking and universal links so the mobile "Watch" CTA opens the TV app or its store page directly.

Monetization & measurement

• Integrate platform ad SDKs and server-side ad insertion (SSAI) for consistent ad behavior across devices.
• Instrument events: play start, play complete, error, device type, and conversion (install/open) via analytics providers that support connected-TV metrics.

3. HDMI fallback: the analog resilience layer

HDMI may feel old-school, but it’s the universal fallback that never breaks when network handshakes fail. For creators whose audiences include less tech-savvy households or regions with spotty smart TV support, clear HDMI instructions are a lifesaver.

Key HDMI flows to document

• Phone to TV via cable: USB-C to HDMI (Android), Lightning to HDMI (iPhone via adapter). Highlight which phone models require adapters and link to manufacturer pages.
• Laptop to TV: HDMI or USB-C Alt Mode. Provide quick steps for macOS, Windows (display settings), and ChromeOS.
• Mobile dongles and adapters: recommend trusted, affordable options and note Apple/Android compatibility.

UX patterns for HDMI guidance

• One-page troubleshooting flow with icons: "No sound? Check TV input"; "Black screen? Unlock phone."
• Short tutorial videos (15–30 seconds) embedded on the help hub and pinned to social stories.
• Time-sensitive prompts in live events: show a banner with HDMI steps when a viewer attempts to cast and fails.

4. Partnerships with device makers: a strategic moat

Longer term, forming direct relationships with device makers turns a distribution vulnerability into a strategic advantage. In 2026, several device OEMs are actively partnering with publishers to pre-install apps, co-promote FAST channels, and optimize playback for low-latency events.

How to approach device partnerships

1. Identify mutually beneficial outcomes — preloads on new TV SKUs, featured spots in home screen rows, or branded FAST channels on devices with heavy local reach.
2. Start small — negotiate pilot deals for specific content (a flagship show, live sports highlights) before committing to system-wide integrations.
3. Offer analytics and audience insights — device makers value engagement telemetry and user retention data; packaged, privacy-compliant insights can be currency for better placement.
4. Bundle promotions — co-marketing (box inserts, on-device promos, QR-driven app installs) accelerates adoption.

Case example (hypothetical)

A mid-sized publisher partnered with a TV OEM to pre-install its news app on 2026 smart TV models in a regional market. The initial pilot included a branded home row tile and a highlighted live news channel. Within three months the publisher saw TV watch time increase 4x and subscription sign-ups double — a direct ROI that funded app expansion to two more device families.

Technical guardrails and rights management

Switching playback pathways exposes technical and legal constraints. Address these up front:

• DRM & licensing: Confirm platform DRM support (FairPlay, Widevine, PlayReady). Some licensed content may not be allowed to play via AirPlay or HDMI due to contractual limits.
• Encoding & packaging: Serve CMAF/HLS/DASH variants and adaptive bitrate ladders optimized for TV screens (higher bitrate/resolutions than mobile-first encodes). For live-event latency and packaging considerations see low-latency packaging techniques.
• Latency: For live events, use low-latency CMAF/DASH or WebRTC where supported to keep TV viewers in sync with mobile audiences.
• Accessibility: ensure closed captions and audio descriptions are available in TV app builds.

Measuring success: KPIs and instrumentation

Shifting to alternative TV pathways requires new metrics. Track these to evaluate impact and prioritize engineering effort:

• TV installs/opens — number of viewers who open the TV app within 7/30 days of clicking a mobile deep link or scan.
• Play starts on TV — direct measure of successful handoff.
• Watch time (per device) — minutes per session on each TV platform.
• Conversion lift — subscription or ad revenue attributable to TV viewing.
• Failed handoffs — rate of attempts to cast that fall back to help content; use this to prioritize fixes.

Content & UX playbook: templates and prompts

Crafting the right messaging reduces friction. Use these templates and UX prompts:

• Mobile video page: "Watch on your TV — AirPlay • Open App • HDMI" with icons and one-tap deep links.
• Hero banner: short explainer — "Casting changed. Tap here for quick TV options."
• Social post CTAs: include QR codes in Stories and pinned tweets linking to the TV app or help page.
• In-email CTAs: deep link users to the TV app store or include instructions for HDMI and AirPlay in the email footer for scheduled live streams.

Operational checklist: 90-day implementation roadmap

Use this prioritized rollout to stay focused and iterate fast.

1. Days 0–3: Publish help hub, enable "Watch on TV" banner, add AirPlay CTA and QR codes.
2. Days 4–14: Instrument analytics for failed cast attempts; begin small ad-hoc communications to high-value segments (subscribers, event viewers).
3. Weeks 3–8: Launch MVTV on 1–2 priority platforms (Roku/Fire TV) with core features and ad support.
4. Months 2–3: Expand apps to 2–3 more platforms, enable account linking, and A/B test CTAs and onboarding flows.
5. Months 3–6: Negotiate device partnership pilots, optimize DRM/encoding, and roll out measurement dashboards for TV KPIs.

Advanced strategies for creators and influencers

Smaller creators can use many of these tactics without building a full TV app:

• Leverage FAST channel aggregators: Distribute highlight reels through FAST providers that syndicate to smart TVs.
• Use aggregator apps: Partner with channel builders that host multiple creators in one smart TV app to lower development costs.
• Interactive second-screen experiences: Build companion web pages with synchronized playback controls using WebSocket or WebRTC for live Q&A and watch parties.

Risk management and cost considerations

Be realistic about costs and legal constraints:

• Native TV app development has fixed costs and ongoing maintenance. Prioritize platforms by ROI.
• DRM licensing and platform certification add both time and expense. Plan budgets accordingly.
• Partnerships may require revenue-sharing or marketing commitments; run pilots so you don’t over-commit.

2026 trends to watch

Keep these developments on your radar as you plan next steps:

• Platform consolidation: Device makers are consolidating discovery layers — early mover advantage for publishers with pre-installed tiles remains valuable.
• Privacy-first analytics: With stricter privacy rules in 2025–26, measurement will favor server-side attribution and privacy-preserving analytics on TV platforms.
• Low-latency streaming advances: Wider adoption of low-latency CMAF and WebRTC on TV platforms will make live events more viable and reduce sync issues across screens.
• FAST & AVOD growth: FAST channels continue to grow as ad budgets shift; native TV apps with ad support become direct revenue channels.

Publisher playbook — a one-page checklist

• Audit top video assets and prioritize TV enablement.
• Deploy AirPlay-first UX for iOS users immediately.
• Build MVTV for Roku and Fire TV in weeks, expand from there.
• Create HDMI and troubleshooting guides with short demo videos.
• Instrument TV-specific KPIs and track failed handoffs.
• Start device partnership pilots after 3 months of app performance data.

Final takeaways

Netflix’s January 2026 casting change is a wake-up call: relying on a single second-screen protocol leaves publishers vulnerable. The best response is a layered approach that mixes short-term remediations (AirPlay, HDMI instructions, QR-driven help hubs) with medium- and long-term investments (native TV apps, device partnerships, and robust DRM support). Prioritize fast wins that protect engagement now, and invest in app-first experiences that create durable audience relationships and revenue paths.

Actionable next steps for teams today

1. Add an immediate "Watch on TV" banner and AirPlay CTA to mobile video pages.
2. Create a one-stop TV help hub with QR codes and short tutorial videos.
3. Kick off an MVTV build for your highest-value platform (Roku or Fire TV).
4. Instrument new TV KPIs and set a 90-day rollout plan tied to measurable goals.

If you want a ready-made template, start with the one-page checklist above and map it onto your editorial calendar: prioritize content types that benefit most from TV viewing and iterate from there.

Call to action

Don’t wait for viewers to abandon playback. Implement the layered fallback strategy above this month: add AirPlay CTAs, publish HDMI help assets, and begin a prioritized TV app roadmap. Subscribe to our Creator Tools & Syndication briefing for weekly templates, platform updates, and partner outreach scripts to accelerate your TV distribution in 2026.

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