A number of Apple TV 4K users across the United States have started receiving prompts to connect their Netflix accounts to the Apple TV application. This development suggests a potential shift in Netflix’s long-standing policy against allowing its content to be aggregated with third-party platforms. By linking their accounts, users will have the option to add popular Netflix original series such as Squid Game and Stranger Things to their Apple TV watchlist, and these titles will also be featured in the Continue Watching section.

The Verge has confirmed that Netflix is now identified as a participating service within the Apple TV app, joining other previously supported apps. However, this information hasn’t yet been updated on Apple’s official website. The integration seems to be gradually rolling out, as not all of Netflix’s library is accessible yet, and currently, only users in the US have been able to utilize this feature. An official announcement from Apple and Netflix regarding the update is still awaited.

A key highlight of the Apple TV app is its universal watchlist functionality, allowing users to seamlessly track content from various streaming services and continue watching where they left off. Traditionally, however, Netflix has been resistant to such integrations, including those from Google TV.

The rivalry between Apple and Netflix regarding streaming services has been prominent since both companies entered the market. Notably, Netflix co-founder Reed Hastings indicated in 2018 that the company favored keeping its audience within its own platform rather than integrating with Apple TV. Additionally, Netflix was known to bypass in-app subscriptions to avoid paying Apple’s fees, before the tech giant later relaxed its regulations, allowing developers to link directly to their own subscription sites outside the App Store.