Users Can Now Play Netflix Movies Directly In TV App On Apple TV, iPhone And iPad

Apple has introduced a new feature that allows user to stream movies from Netflix directly from its TV application on the iPhone, iPad, and Apple TV, but with some limitations.

Previously, a Siri search for contents would bring up a Netflix movie, and commanding the device to play the title would redirect users to the Netflix app and require the users to select the title. However, with this new update, the movie streams automatically from Netflix, same as other subscription services like HBO Go. Although, users can now play in Netflix, there are limitations in terms of support for the streaming service when compared to what you can do with other channel applications in the TV app.

For instance, Netflix movies will still not appear in the recommended section of users in the TV app's "Watch Now" tab and when a Netflix movie is added to "Up Next", the TV app icon appears below it rather than the Netflix icon. It will also not allow queuing of Netflix-exclusive programming, as users are not allowed to add a Netflix-exclusive title such as, Stranger Things, to "Up Next".

Furthermore, title art in the "up next" queue is sporadic and has no specific pattern to what will load and what will not. The software hooks for the feature may have arrived with the Jan. 17, update to the Netflix application, Appleinsider reported.

The TV application was unveiled during the "Hello Again" MacBook Pro rollout event, and was released with Apple's iOS 10.2 update. The TV app is aimed at making discovery easier across multiple sources of videos, according to Yahoo. It has the ability to jump into live video streams if the necessary applications are installed.

Some users have reported that the feature is live as their search for a show revealed two options asking users to either rent the show via iTunes or open in Netflix. It would then proceed to play the movie automatically, just like Hulu, HBO Go, Starz, and other supported apps. The feature was previously not a part of the TV app.

It seems to be rolling out slowly to users, as some users report that it is not yet available for them. Users that have not yet seen the ability to play movies directly in Netflix from the TV app should give it some time. It will roll out very soon.