Why Netflix is killing off its TV apps
Posted On July 29, 2021
A year ago, Netflix had been on a roll, delivering over a million new TV apps and services in its first three months of operation.
But in 2017, Netflix has gone the opposite direction, and has closed its TV app business altogether, announcing today that it will not support Netflix TV apps in its main home page or the Netflix app on the Apple TV, Apple TV Stick, Roku, Xbox One, and Windows 10 PC.
In a blog post, Netflix said that “Netflix has made the right decision” to “move away from the mobile TV experience and instead focus on delivering the best content across all of our platforms.”
Netflix says that it “is going to focus our efforts on the platforms that are best suited to deliver the best experience for our customers,” including Netflix On Demand, Netflix Original Series, and Netflix Original Movies.
Netflix also announced that it is also “planning to remove our Netflix app from the Windows 10 Home Store and to introduce a new, completely new, Netflix app for Windows 10.”
The company’s move to end the mobile app business is likely part of a broader strategy to eliminate the mobile operating system from its core business.
“We’re now in the process of taking the first steps toward making the transition to the cloud,” Netflix CEO Reed Hastings wrote in a blogpost on Tuesday.
“Over the next few years, we will be announcing new services and products that will be powered by the cloud, bringing our service to even more customers across all platforms.”
A similar move to the mobile apps business is underway for Hulu, as well as a plan to make its own video app in 2019.
Netflix has a long history of working with mobile companies and developers, and Hastings said in the blog post that the company was “working closely with our mobile partners to enable them to continue to deliver compelling content and experiences for customers.”