Netflix removes casting support from Chromecast with Google TV devices

Netflix removed support for casting from mobile applications to most television sets and streaming devices during November 2025, according to updated help documentation and user reports across multiple platforms. The streaming service confirmed on its support pages that users must now "use the remote that came with your TV or TV-streaming device to navigate Netflix" rather than casting from smartphones or tablets.

The change affects Chromecast with Google TV, Google TV Streamer, and most smart televisions with built-in Google TV functionality. Only older Chromecast devices without native applications—including first-generation, second-generation, third-generation, and Chromecast Ultra models—retain casting capabilities, provided users maintain non-ad-supported subscription plans.

Users began noticing the missing Cast button in the Netflix mobile application during the first two weeks of November 2025. Reddit discussions on the Chromecast community documented widespread removal of the feature, with one user reporting that "Netflix appears to have removed chromecast support as of 10/Nov from non-ad supported plans" with "zero warning" about the policy change.

A Netflix customer service representative told affected users that "if the device has its own remote, you can't cast," explaining that the decision aimed "to improve the customer experience," according to reports from users who contacted support. The explanation drew criticism from subscribers who preferred mobile-based navigation and control over physical remote interfaces.

The elimination extends previous restrictions that Netflix implemented for its ad-supported subscription tier. The streaming platform introduced casting limitations for the Standard with ads plan earlier in 2025, allowing casting only to newer Chromecast with Google TV models at that time. The November update removed even those exceptions, eliminating casting capabilities regardless of subscription tier for devices with native Netflix applications.

Netflix's proprietary advertising platform expansion throughout 2025 provides context for the technical decision. The company launched Netflix Ads Suite on April 1, 2025, transitioning from Microsoft's advertising technology to its own infrastructure across all 13 ad-supported countries. The platform's implementation enables "better measurement, enhanced targeting, innovative ad formats and expanded programmatic capabilities," according to Netflix's shareholder communications.

The streaming giant's advertising business doubled revenue in 2025 following the proprietary platform launch, with analysts estimating annual ad revenue between $3-4 billion by year-end. Netflix systematically expanded programmatic capabilities through partnerships with The Trade Desk, Google Display & Video 360, Microsoft, Yahoo DSP, and most recently Amazon DSP, which launched access to Netflix inventory in Q4 2025.

Advertising performance metrics show substantial engagement with Netflix's premium inventory. The platform commanded 8.3% of total television viewing time in June 2025, contributing 42% of streaming's total monthly gain during that period. The company launched advanced targeting capabilities in EMEA markets on July 1, 2025, introducing mood-based audience segmentation and postal code-level geographic precision.

The technical architecture of casting functionality differs between classic Chromecast devices and newer Google TV-enabled hardware. Original Chromecast devices operate as pure casting receivers, displaying content sent from mobile applications without running native apps. Chromecast with Google TV and Google TV Streamer devices function as standalone streaming platforms with their own operating systems, applications, and remote controls.

Netflix's updated policy exploits this architectural distinction. According to the company's help documentation, casting continues functioning on "older Chromecast devices or TVs that work with Google Cast," but only for subscribers maintaining non-ad-supported plans priced at $17.99 monthly minimum. Ad-supported tiers priced at $7.99 monthly cannot cast to any device category.

The timing coincides with broader connected television advertising growth across the industry. Connected TV advertising spending reached historic levels in 2025, with 72% of marketers planning to increase programmatic investment and CTV budget shares projected to double from 14% in 2023 to 28% in 2025. Streaming officially eclipsed the combined viewing share of broadcast and cable television for the first time in May 2025, capturing 44.8% of total television consumption.

Netflix's control over viewing interfaces may enhance advertising measurement capabilities. The company's ad-supported tier represented 55% of new subscriber acquisitions in available markets as of July 2025, positioning the platform to capture substantial advertising revenue from dual-stream business models combining subscriptions and advertising sales.

The elimination creates practical challenges for specific use cases. Hotel rooms and Airbnb properties typically provide televisions without requiring guests to configure streaming accounts on shared devices. The casting functionality enabled travelers to access personal Netflix accounts temporarily without leaving login credentials on unfamiliar hardware.

Projector owners face technical limitations since many projectors lack native Netflix applications or Android TV operating systems. These users previously relied on casting from mobile devices to display Netflix content on projection screens. The policy change effectively eliminates Netflix compatibility for projector-based home theater configurations unless users install intermediate streaming devices like Chromecast dongles.

Legacy Chromecast devices without remote controls depend entirely on casting for all functionality, including initial setup and ongoing operation. Users who purchased first-generation, second-generation, third-generation, or Chromecast Ultra devices specifically for Netflix viewing now face requirements to maintain premium subscription tiers at $17.99 monthly minimum, representing a $10 monthly increase compared to ad-supported pricing.

The Android Authority report noted that Netflix "quietly killed casting from phones to newer Chromecasts and Google TV Streamer" without advance communication to subscribers. The article characterized affected users as "frustrated," citing the preference many subscribers demonstrated for phone-based navigation over physical remote controls.

Some users reported attempting to circumvent restrictions by downgrading the Netflix mobile application to previous versions using alternative app stores like Aptoide. These efforts proved unsuccessful, as older application versions either failed to launch or encountered server-side enforcement preventing casting regardless of app version.

Netflix eliminated AirPlay support for iOS devices in 2020, establishing a precedent for restricting streaming convenience features. The removal of Google Cast support for devices with native apps represents the second major casting protocol that Netflix has discontinued despite viewer preferences for mobile-based control interfaces.

The policy appears inconsistent with Netflix's market positioning as a premium streaming service. Subscribers paying $17.99 monthly for ad-free service now experience reduced functionality compared to previous capabilities, despite maintaining the same pricing tier that previously included unrestricted casting to all compatible devices.

Google Cast protocol functionality remains technically operational across the broader streaming ecosystem. YouTube, Amazon Prime Video, Hulu, Disney+, HBO Max, and other major streaming platforms continue supporting casting to Chromecast with Google TV and Google TV Streamer devices, indicating that the restriction represents Netflix's strategic choice rather than technical limitation.

The elimination potentially affects millions of users. Google TV reached 270 million monthly active devices as of May 2024, spanning smart televisions from Sony, TCL, Hisense, Philips, and other manufacturers alongside dedicated streaming hardware including Chromecast with Google TV and Google TV Streamer products.

Industry observers noted that the decision appears counterproductive to user experience goals that Netflix claims motivated the change. Mobile interfaces typically provide faster search and discovery compared to television remote controls, particularly for text entry during content searches. Voice input through smartphone keyboards substantially exceeds the efficiency of on-screen television keyboards operated via directional pad navigation.

Connected television advertising continues consolidating across major platforms. Microsoft launched Premium Streaming campaigns including Netflix inventory on August 5, 2025, enabling advertisers to purchase broadcast-quality video placements through automated platforms. The integration supported Microsoft's connected television expansion alongside partnerships with Roku, Paramount, LG, Samsung, and Rakuten.

Netflix faces mounting analyst pressure over transparency regarding subscriber metrics and advertising revenue breakdowns, with financial experts arguing that these measurements remain essential for evaluating streaming businesses. The company discontinued quarterly subscriber reporting in Q1 2025, providing only "major subscriber milestones" rather than regular disclosure of membership figures.

The casting elimination represents another instance where streaming platforms prioritize advertising infrastructure development over subscriber convenience. As connected television advertising measurement capabilities expand through deterministic tracking solutions and advanced contextual targeting, platforms gain incentives to control viewing interfaces that generate valuable advertising signals and measurement data.

Timeline

• November 2020: Netflix eliminates AirPlay support for iOS devices, establishing pattern of removing casting protocols
• November 2022: Netflix launches ad-supported tier marking fundamental business model shift toward advertising revenue
• Early 2025: Netflix introduces casting restrictions for Standard with ads plan, limiting functionality to newer Chromecast with Google TV models only
• April 1, 2025: Netflix Ads Suite launches in United States, transitioning from Microsoft advertising technology to proprietary platform
• May 16, 2024: Netflix opens ad inventory to The Trade Desk, Google DV360 & Magnite, expanding programmatic advertising partnerships
• June 16, 2025: Netflix adds Yahoo DSP as fourth global programmatic advertising partner across all 13 ad-supported countries
• July 1, 2025: Netflix launches advanced targeting suite for EMEA including mood targeting and postal code precision
• July 18, 2025: Netflix declares ads business will "roughly double" as upfront deals close for 2025
• August 5, 2025: Microsoft launches Premium Streaming campaigns including Netflix for broadcast-quality video advertisements
• September 10, 2025: Netflix becomes available in Amazon DSP starting Q4 2025 across 11 international markets
• October 2, 2025: AudienceProject launches direct Netflix integration for independent campaign measurement
• October 21, 2025: Netflix ad revenue reaches $11.5B in Q3 with advertising business on track to double annually
• November 10, 2025: Netflix removes casting support from Chromecast with Google TV and Google TV Streamer devices across all subscription tiers
• November 2025: Users report missing Cast button in Netflix mobile applications, documenting change through social media and community forums
• December 1, 2025: Multiple technology publications confirm casting elimination affects most modern streaming devices with native Netflix applications

Summary

Who: Netflix eliminated casting functionality affecting subscribers using Chromecast with Google TV, Google TV Streamer, and most smart televisions with built-in Google TV software. The change impacts users across all subscription tiers including premium ad-free plans priced at $17.99 monthly.

What: Netflix removed the ability to cast content from mobile applications to most television sets and streaming devices, requiring users to navigate Netflix using physical remote controls instead of smartphones. Only older Chromecast devices without native applications retain casting capabilities, and only for non-ad-supported subscription plans.

When: Users began noticing the missing Cast button during the first two weeks of November 2025, with the change appearing to roll out starting November 10, 2025. Netflix updated its help documentation to reflect the new policy during the same timeframe.

Where: The restriction applies globally across all markets where Netflix operates, affecting devices sold worldwide including Chromecast with Google TV, Google TV Streamer, and smart televisions from manufacturers including Sony, TCL, Hisense, and Philips that run Google TV operating systems.

Why: Netflix claims the elimination improves customer experience, though the decision aligns with the company's substantial advertising infrastructure expansion throughout 2025. The streaming platform doubled advertising revenue following its proprietary Netflix Ads Suite launch and systematically expanded programmatic partnerships, potentially prioritizing advertising measurement capabilities over casting convenience. The architectural distinction between classic Chromecast devices and Google TV-enabled hardware enabled Netflix to eliminate casting while maintaining access to legacy devices, creating subscription tier differentiation that encourages higher-priced plans.