The Second Screen Rises: What Replacing Casting Means for Ads and Interactive TV

The Second Screen Rises: What Replacing Casting Means for Ads and Interactive TV

Hook: If you’ve ever tried to cast a show from your phone to the big screen and watched playback stall, reconnect, or simply disappear — you’re not alone. Consumers demand seamless, feature-rich viewing; advertisers need measurable attention; and publishers need predictable monetization. Netflix’s abrupt decision in January 2026 to remove broad mobile-to-TV casting support has accelerated a tectonic shift: the industry is moving from device protocols to app-controlled, richer second-screen experiences and new ad formats.

Top takeaways (read first)

• Casting death accelerates app-first second screens: When device-level casting fades, companion apps gain control over timing, UI, and ad experiences.
• New ad formats will be interactive and app-governed: Expect shoppable scenes, synchronized overlays, live polls, and attention-based pricing models.
• Smart TV ecosystems must adapt: OEMs will offer new SDK bridges, but the revenue flows will increasingly favor app owners, not device protocols.
• Actionable steps: App developers, advertisers and smart TV makers can prepare with specific SDK strategies, privacy-first measurement, and partnership playbooks.

Why Netflix’s “casting death” matters beyond a single feature

Netflix’s removal of broad casting support — keeping only legacy Chromecast dongles and a few select devices — did more than frustrate users. It highlighted a structural weakness of casting as a monetization and product model. Casting protocols (Google Cast, DIAL and similar) treat the TV as a dumb receiver for a stream controlled by a separate device. That architecture limited the kinds of synchronized interactions advertisers, creators and app developers could reliably deliver.

When the mobile app retains primary control, but the TV runs the player, there are tight constraints: the TV’s player must support specific APIs, OEMs control UI skins and permissions, and latency and metadata support vary widely across smart TV platforms. Removing wide casting simplifies the landscape: apps must now build direct, app-driven second-screen connections that they control end-to-end.

"Casting is dead. Long live casting!" — an industry shorthand that captures a pivot: the era of protocol-limited casting is ending, but the concept of phone-to-TV interactions is evolving into richer, app-governed experiences.

What a second-screen world controlled by apps looks like

With device protocols sidelined, the second screen becomes a true companion — not merely a remote. Expect these core capabilities to become standard in 2026 and beyond:

• Real-time synchronization: Millisecond-accurate syncing using WebSocket, low-latency server timecodes, or audio fingerprinting so interactive elements happen exactly when the viewer sees them.
• Synchronized interactive overlays: Ads, polls, trivia, and commerce modules that appear on the phone or tablet in lockstep with scenes on the TV.
• Shoppable video and scene tagging: Tap-to-buy products visible in-frame, with deep links and one-tap checkout integrated into the companion app.
• Augmented audio and second-language tracks: Use the phone as an augmented audio device — alternate narration, director commentary, or translated audio that syncs with the TV. See advanced approaches for mobile audio and latency in Advanced Live-Audio Strategies for 2026.
• Co-viewing and social features: Synchronized emojis, live chat, and shared polls that turn passive viewing into interactive community events — a pattern familiar to real-time achievement and status streams (see this interview with Trophy.live).
• Gameified ad experiences: Branded mini-games tied to ad creative and rewarded with discounts or content perks.

Why app control is better for advertisers

Advertisers have long lamented that streaming TV lacks the standardized measurement and interactivity of web and mobile. App-first second screens fix several pain points:

1. Precision engagement signals: Companion apps capture direct, consented interactions — button taps, dwell time, and conversion events — that are far richer than passive TV impressions.
2. New KPI models: Attention-based CPMs, completion-plus-interaction pricing, and microtransactions (e.g., pay-per-interactive unit) become feasible; expect programmatic markets to adapt (see Next‑Gen Programmatic Partnerships).
3. Attribution and deterministic conversion: Deep linking and one-tap checkout enable advertisers to measure direct revenue from a campaign, not just viewability.
4. Creative freedom: Advertisers can design interactive creative tied to the viewer’s personal profile or context — language, region, and even viewing history — while keeping privacy-first controls.

Technical building blocks: How apps will replace casting

Moving from protocol-driven casting to app-controlled second-screen experiences requires a new stack. Here are the practical components to prioritize in 2026:

• Reliable pairing methods: QR codes, ephemeral tokens, Bluetooth LE, and local network discovery (mDNS) without requiring OS-level casting support.
• Timecode and metadata synchronization: Implement server-side timecodes, WebSocket-based event channels, and embed timed metadata in streams (WebVTT, HLS ID3 tags) for precise cueing.
• Fallback audio-sync: For environments with flaky networks, audio fingerprinting (on-device) can re-sync experiences using hashed audio cues; local-first sync appliances are a related field to watch.
• Privacy-first identity: Use hashed, consented IDs and server-side matching for measurement to comply with evolving 2025–2026 privacy rules — align this with an identity strategy playbook for real-world constraints.
• SDKs and lightweight bridges: Provide cross-platform SDKs for TV OEMs (Tizen, webOS, Roku, Android TV) to enable optimized pairing and minimal fragmentation.

Actionable playbook: What app makers and advertisers should do now

Here’s a pragmatic checklist to move from theory to execution.

For app developers and streaming platforms

• Build a companion SDK: Create an SDK that handles pairing, timecode sync, and event delivery. Make it lightweight and open to TV OEMs — a trend similar to developer-focused SDK work in collaborative live visuals (see collaborative authoring notes).
• Design for offline fallbacks: Implement audio-sync fallback and local-storage caching so experiences survive spotty home networks.
• Prioritize privacy and consent: Default to opt-out for intrusive tracking. Use hashed identifiers and clear consent flows for interactive ads and commerce.
• Instrument every interaction: Track tap-to-buy, survey responses, dwell time, and conversion events. Feed these into ad measurement and product analytics; pair instrumentation with observability and cost-control practices (observability & cost control).
• Partner with payment providers: Offer one-tap checkout and tokenized payments to reduce friction for shoppable ads.

For advertisers and creative agencies

• Reimagine KPIs: Move beyond completion rates to interaction rate, conversion lift, and attention CPM.
• Design for dual-screen creative: Craft ads with synchronized visual cues on TV and interactive CTAs on the phone — don’t simply repurpose 30- or 60-second linear spots.
• Test shoppable moments: Start with pilot buys that measure revenue per impression using companion app deep links.
• Leverage gamification: Use rewarded interactions (discounts, extra content) to raise engagement and justify higher CPMs.

For smart TV OEMs

• Offer official app bridges: Provide documented, performant SDKs and pairing APIs so apps don’t have to reverse-engineer each TV brand.
• Keep the TV player robust but neutral: OEMs can still host playback, but should avoid gating companion interactivity behind proprietary protocols.
• Monetize platform capabilities: Offer premium telemetry and secure pairing as a service for developers while making core features accessible.

New ad formats to expect and test

With apps in control, creative possibilities expand. Here are formats that companies should prototype in 2026:

• Synchronized Companion Ads: Ad creative plays on the TV; the companion app displays interactive product cards, polls, or mini-games timed to moments in the content.
• Shoppable Scene Tags: Scene-level product tagging allows viewers to tap on items seen onscreen and buy instantly via tokenized checkout.
• Live Interactive Sponsorships: Live events get real-time polls, branded overlays, and donation or tip buttons that resolve in-app.
• Augmented Audio Ads: Deliver spatialized or personalized audio on the phone while the TV plays muted, useful for targeted audio upsells or alternate language promos.
• Attention-Based Pricing: Advertisers pay higher CPMs for verified attention signals (active taps, survey completion, time-on-module) — a trend tying into evolving programmatic markets like Next‑Gen Programmatic Partnerships.

Measurement and privacy: two sides of the same coin

One reason advertisers will love app-controlled second screens is measurability — but that must be balanced with privacy. The next two years will see industry standards that allow app-level measurement while honoring consent.

Practical steps:

• Adopt aggregated reporting: Use privacy-safe aggregation and differential privacy for cross-user insights.
• Persist consented identifiers: Use ephemeral tokens that users can revoke and that are stored with user consent.
• Standardize event schemas: Agree on a minimal event vocabulary (play, pause, tap, buy) so advertisers can buy against consistent metrics across apps.

How the smart TV ecosystem will respond

Smart TV OEMs face a choice: resist app-first dynamics and keep fighting for control, or embrace API-level partnerships and monetize platform services. Early signals in late 2025 and early 2026 show OEMs leasing new SDKs and limited bridges to major app providers. Expect three likely outcomes:

1. SDK partnership model: OEMs provide official SDKs and certify apps for low-latency pairing and richer integrations.
2. Marketplace policing: Manufacturers tighten app store requirements for interactive advertising to meet regulatory and user-safety expectations.
3. Platform fees for premium features: OEMs charge for advanced telemetry or for native-level features that improve UX (e.g., hardware-accelerated audio fingerprinting).

Business impact: Who wins and who loses

The shift from casting protocols to app-first second screens redistributes value:

• Winners: App owners and content platforms that can deliver reliable, measurable, and engaging companion experiences. Advertisers who buy interaction-driven metrics. Payment and commerce partners who enable frictionless purchases.
• At risk: Device-protocol vendors whose role as the glue between phone and TV is reduced. Some TV OEMs that fail to offer developer-friendly bridges may see app partners push harder to bypass native controls.

Case study: A quick pilot play for a streaming app (practical example)

Goal: Prove that a synchronized companion experience can boost ad revenue and engagement within 90 days.

1. Week 1–2 — Build the sync layer: Implement a WebSocket timecode channel and QR-based pairing. Embed WebVTT cues in a pilot episode for ad cue points.
2. Week 3–4 — Creative and commerce: Produce a 30-second interactive micro-spot with product cards and one-click checkout. Integrate a tokenized payment provider.
3. Week 5–6 — Measurement and privacy: Instrument taps, conversions, and dwell. Add clear consent flows for tracking.
4. Week 7–12 — Launch and iterate: Run A/B tests with traditional mid-roll vs. companion-interactive ad. Measure lift in interaction rate, conversion rate, and revenue per impression.

Expected outcome: Early pilots from 2025–2026 show interactive companion pilots can increase advertiser-deriven revenue per user by double-digit percentages when conversion is enabled.

Risks and regulatory considerations

As second-screen interactivity grows, regulators will scrutinize data collection, especially for children’s content and targeted commerce. Companies should adopt strict age-gating, privacy-by-design principles, and transparent disclosures to avoid fines and consumer backlash.

What to watch in 2026 and beyond

Key indicators that second-screen interactive TV is taking over:

• Major publishers roll out companion SDKs and report first-party interaction revenue in quarterly results.
• Ad tech firms introduce attention-based buying floors and new measurement standards for companion interactions.
• Smart TV OEMs announce official pairing SDKs and new developer programs focused on second-screen UX.
• Trade groups and standards bodies (IAB, HbbTV working groups) publish guidance on interactive streaming measurement and privacy.

Predictions: How this plays out by 2028

By 2028, expect the following:

• Companion-driven ad revenue grows materially: A meaningful share of streaming ad dollars will be tied to verified interactive engagement rather than passive impressions.
• New creative economy: A market for interactive ad creatives and “scene-first” commerce will emerge, with specialized studios and templating platforms.
• Standards converge: Cross-platform event vocabularies and privacy-safe measurement will reduce integration costs and make buying companion inventory predictable.
• Hybrid models prevail: Apps will use server-side ad insertion for linear replacement and overlay companion units for interactivity, blending broadcast-scale reach with mobile-grade measurement.

Final verdict: Casting’s end is a beginning

Killing casting doesn’t mean consumers lose second-screen control — it means the medium matures. Device protocols were a useful bridge when streaming apps were nascent and TV platforms were inconsistent. In 2026, that bridge becomes an open highway: apps own the journey from content to commerce, advertisers gain deterministic signals, and OEMs can choose to be partners rather than gatekeepers.

Actionable summary: If you work in streaming or ad tech, start by building a sync layer, instrumenting companion interactions, and negotiating SDK partnerships with TV OEMs. Advertisers should pilot attention-based buys and shoppable creative. TV makers should create dev-friendly bridges to stay relevant.

Call to action

Stay ahead of the shift: subscribe to our Breaking Entertainment & Ad Tech brief for weekly case studies and SDK how-tos, or download our free companion-app checklist to start a pilot this quarter. If you’re building a streaming app or ad product, reach out to share your pilot learnings — we’ll publish a practitioner playbook for the industry.

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