In December 2025, Netflix made a pivotal decision to discontinue its casting support to most TVs and many popular streaming devices. For entrepreneurs, especially those of us in tech-driven industries, this shift is an intriguing case study with lessons for product strategy and customer experience. Having built multiple startups myself, I’m drawing connections between Netflix's new direction and what it means for businesses navigating changing customer expectations.
What Happened?
As reported by Fortune, Netflix updated its mobile apps to restrict users from casting shows to most smart TVs and streaming devices. This decision was initially observed by eagle-eyed tech users, but Netflix didn’t formally announce it, adding confusion to the situation. Casting support works only on a select few older Chromecast versions or devices without built-in remotes.
Many users took to social media and forums like Reddit to share their frustration, with frequent travelers and those renting out Airbnbs expressing the strongest dissatisfaction. These groups relied on casting to avoid logging into a smart TV or streaming box during their stay.
Why Did Netflix Make This Move?
Let’s dig into the motives behind this strategy shift:
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Password-Sharing Controls: Netflix has spent the last few years cracking down on shared account logins. Casting from a phone bypasses the need for users to log into accounts directly on a device. Disabling this functionality helps Netflix enforce individual logins and ensure accurate tracking of usage.
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Push to Native Apps: By restricting casting, Netflix funnels users towards using native apps installed on TVs or streaming boxes. This provides the company more control over engagement metrics and supports in-app recommendations.
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Revenue Optimization: Netflix has tethered many features, including casting support, to its pricier ad-free plans. Users on the more affordable ad-supported plans already couldn’t use casting. By tightening these controls, Netflix prioritizes higher-paying subscribers.
Lessons for Entrepreneurs
This decision, while controversial, offers vital lessons for growing businesses. Here’s how founders can interpret and apply these insights:
1. Customer Behavior is Always Changing
Netflix’s shift shows how a feature that was once essential, like phone-to-TV casting, can fade in importance as technology evolves. More TVs now feature baked-in smart apps, reducing the necessity of standalone casting. As entrepreneurs, we must continually monitor changes in user behavior and technology trends to stay relevant.
2. Control Over User Experience
Netflix's move centers around locking users into its ecosystem. For business owners, it’s a reminder of how important it is to have direct control over where, how, and when users engage with your product.
- Think about tools like customer analytics dashboards or proprietary app platforms. They reduce reliance on external tools and ensure you can guide the user journey.
3. Monetization Strategy Matters
Netflix didn’t just remove casting randomly. It calculated that limiting functionalities to premium plans would push more users to upgrade. For an entrepreneur, the clarity here is in understanding the trade-offs: are you willing to risk alienating a segment of customers to secure higher revenues? For Netflix, the answer was yes. How would you approach that decision?
Common Mistakes to Avoid
Any entrepreneur contemplating a similar approach to product consolidation or monetization should be mindful of the potential pitfalls.
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Lack of Communication: Like Netflix, rolling out major changes without clear communication may lead to backlash. Whether it’s a product update or a pricing change, remaining transparent is better than staying silent.
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Misjudging Core Customer Groups: Netflix overlooked how much travelers and multi-household viewers rely on casting. For entrepreneurs, understanding your most vocal or niche customer groups prevents alienation.
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Over-Simplifying Market Needs: Netflix may believe built-in apps suffice, but not all TVs are up to date, frustrating users with older models. Entrepreneurs should avoid assuming what works for one segment works universally. Usability testing can uncover these issues before rollout.
How Entrepreneurs Can Pivot During Customer and Tech Shifts
Change, whether due to consumer preferences or advancing technology, is inevitable. Here’s how you can use this situation as inspiration:
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Listen First: Make sure you gather user data and feedback before big decisions. Platforms like Typeform or customer interviews are your best tools for understanding evolving needs.
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Data-Driven Decisions: Netflix likely had data showing minimal casting usage compared to native app engagement. Before removing a feature, verify its actual usage. That will prevent undue complaints and reassure early adopters.
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Offer Reasonable Alternatives: Netflix’s approach worked because apps are ubiquitous. But if you’re removing something, ensure you’re providing a replacement with real benefits. Focus on addressing pain points innovatively.
A European Perspective for Women Entrepreneurs
For many female entrepreneurs in Europe, the Netflix decision might highlight differences in priorities compared to global giants. We are often closer to our users, embedding empathy into our strategies. Instead of drastic measures like feature removals, smaller startups might opt to evolve services more gradually.
As a European entrepreneur myself, I have built the F/MS Startup Game to bridge this gap between transparency, customer communication, and inclusive decision-making. Our user-centric focus ensures that product updates support the unique challenges of female founders, aligning (without over-complicating) with their growth strategies. Netflix’s example is a reminder: large corporations can sometimes afford missteps, but startups rarely have that flexibility.
Conclusion
Netflix’s decision to reduce casting functionality is an opportunity to reflect on balancing practicality with customer impact. For startups and growing businesses, emerging technologies bring similar challenges, but the solution lies in prioritizing user communication, maintaining adaptability, and making intentional decisions around your monetization.
Let Netflix’s example guide you on what to embrace, and equally, what missteps to avoid. It’s a fascinating case in how to focus on core strategies, something every entrepreneur, no matter their size, can take to heart.
FAQ
1. What decision did Netflix make in December 2025 regarding casting?
Netflix discontinued casting support for most TVs and streaming devices via its mobile app, forcing users to rely on native TV or device apps instead. Read the full story on Fortune
2. Which devices are affected by this change?
Most modern streaming devices, including Chromecast with Google TV, smart TVs with built-in Netflix apps, and TVs with physical remotes, are affected. However, older Chromecast models without remotes still support casting. Learn more on Ars Technica
3. Why did Netflix discontinue casting support?
Netflix aimed to crack down on password sharing, funnel users towards native apps for better engagement tracking, and prioritize revenue through ad-free subscription tiers. Explore insights on Engadget
4. What was the reaction of Netflix users?
Many users expressed frustration, especially frequent travelers and Airbnb users who relied on casting for convenient streaming without logging into foreign TVs. Read user commentary on Reddit
5. When was this change implemented?
The change began rolling out quietly in mid-November 2025 and was publicly reported on December 1, 2025. Detailed timeline on 9to5Google
6. How does this change impact subscription plans?
Casting is limited to users on Netflix's ad-free tiers, as the more affordable ad-supported plan already excluded this feature. Discover more on Android Authority
7. Does Netflix provide alternatives to casting?
Netflix encourages users to access its native apps directly through TVs or streaming devices instead, leveraging built-in functionality. Learn more on CNET
8. How does this align with Netflix’s larger strategy?
This move reflects Netflix’s broader goals of enforcing per-account logins, increasing ARPU (average revenue per user), and gaining tighter control over user experience metrics. Explore Netflix’s monetization strategy on Lifehacker
9. Why wasn’t this change announced?
Netflix made the update quietly, with no formal announcement, leading to confusion and backlash from users. Lack of communication is a common complaint in such scenarios. Read more insights on Thurrott
10. How does this impact travelers who rely on casting for convenience?
Travelers who previously depended on casting for streaming without logging into foreign TVs are particularly affected, raising concerns about reduced convenience and security. Explore additional commentary on ResetEra
About the Author
Violetta Bonenkamp, also known as MeanCEO, is an experienced startup founder with an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 5 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely.
Violetta Bonenkamp's expertise in CAD sector, IP protection and blockchain
Violetta Bonenkamp is recognized as a multidisciplinary expert with significant achievements in the CAD sector, intellectual property (IP) protection, and blockchain technology.
CAD Sector:
- Violetta is the CEO and co-founder of CADChain, a deep tech startup focused on developing IP management software specifically for CAD (Computer-Aided Design) data. CADChain addresses the lack of industry standards for CAD data protection and sharing, using innovative technology to secure and manage design data.
- She has led the company since its inception in 2018, overseeing R&D, PR, and business development, and driving the creation of products for platforms such as Autodesk Inventor, Blender, and SolidWorks.
- Her leadership has been instrumental in scaling CADChain from a small team to a significant player in the deeptech space, with a diverse, international team.
IP Protection:
- Violetta has built deep expertise in intellectual property, combining academic training with practical startup experience. She has taken specialized courses in IP from institutions like WIPO and the EU IPO.
- She is known for sharing actionable strategies for startup IP protection, leveraging both legal and technological approaches, and has published guides and content on this topic for the entrepreneurial community.
- Her work at CADChain directly addresses the need for robust IP protection in the engineering and design industries, integrating cybersecurity and compliance measures to safeguard digital assets.
Blockchain:
- Violetta’s entry into the blockchain sector began with the founding of CADChain, which uses blockchain as a core technology for securing and managing CAD data.
- She holds several certifications in blockchain and has participated in major hackathons and policy forums, such as the OECD Global Blockchain Policy Forum.
- Her expertise extends to applying blockchain for IP management, ensuring data integrity, traceability, and secure sharing in the CAD industry.
Violetta is a true multiple specialist who has built expertise in Linguistics, Education, Business Management, Blockchain, Entrepreneurship, Intellectual Property, Game Design, AI, SEO, Digital Marketing, cyber security and zero code automations. Her extensive educational journey includes a Master of Arts in Linguistics and Education, an Advanced Master in Linguistics from Belgium (2006-2007), an MBA from Blekinge Institute of Technology in Sweden (2006-2008), and an Erasmus Mundus joint program European Master of Higher Education from universities in Norway, Finland, and Portugal (2009).
She is the founder of Fe/male Switch, a startup game that encourages women to enter STEM fields, and also leads CADChain, and multiple other projects like the Directory of 1,000 Startup Cities with a proprietary MeanCEO Index that ranks cities for female entrepreneurs. Violetta created the "gamepreneurship" methodology, which forms the scientific basis of her startup game. She also builds a lot of SEO tools for startups. Her achievements include being named one of the top 100 women in Europe by EU Startups in 2022 and being nominated for Impact Person of the year at the Dutch Blockchain Week. She is an author with Sifted and a speaker at different Universities. Recently she published a book on Startup Idea Validation the right way: from zero to first customers and beyond, launched a Directory of 1,500+ websites for startups to list themselves in order to gain traction and build backlinks and is building MELA AI to help local restaurants in Malta get more visibility online.
For the past several years Violetta has been living between the Netherlands and Malta, while also regularly traveling to different destinations around the globe, usually due to her entrepreneurial activities. This has led her to start writing about different locations and amenities from the POV of an entrepreneur. Here’s her recent article about the best hotels in Italy to work from.
About the Publication
Fe/male Switch is an innovative startup platform designed to empower women entrepreneurs through an immersive, game-like experience. Founded in 2020 during the pandemic "without any funding and without any code," this non-profit initiative has evolved into a comprehensive educational tool for aspiring female entrepreneurs.The platform was co-founded by Violetta Shishkina-Bonenkamp, who serves as CEO and one of the lead authors of the Startup News branch.
Mission and Purpose
Fe/male Switch Foundation was created to address the gender gap in the tech and entrepreneurship space. The platform aims to skill-up future female tech leaders and empower them to create resilient and innovative tech startups through what they call "gamepreneurship". By putting players in a virtual startup village where they must survive and thrive, the startup game allows women to test their entrepreneurial abilities without financial risk.
Key Features
The platform offers a unique blend of news, resources,learning, networking, and practical application within a supportive, female-focused environment:
- Skill Lab: Micro-modules covering essential startup skills
- Virtual Startup Building: Create or join startups and tackle real-world challenges
- AI Co-founder (PlayPal): Guides users through the startup process
- SANDBOX: A testing environment for idea validation before launch
- Wellness Integration: Virtual activities to balance work and self-care
- Marketplace: Buy or sell expert sessions and tutorials
Impact and Growth
Since its inception, Fe/male Switch has shown impressive growth:
- 5,000+ female entrepreneurs in the community
- 100+ startup tools built
- 5,000+ pieces of articles and news written
- 1,000 unique business ideas for women created
Partnerships
Fe/male Switch has formed strategic partnerships to enhance its offerings. In January 2022, it teamed up with global website builder Tilda to provide free access to website building tools and mentorship services for Fe/male Switch participants.
Recognition
Fe/male Switch has received media attention for its innovative approach to closing the gender gap in tech entrepreneurship. The platform has been featured in various publications highlighting its unique "play to learn and earn" model.
