From Casting to Companion Apps: Monetization Opportunities Around Second-Screen Experiences

Hook: Your viewer won’t cast — they’ll use a companion app. Here’s how to turn that into revenue

Major streamers shutting down or restricting mobile casting has left creators and publishers scrambling: the easy route to a second screen that mirrored playback is evaporating. But that disruption opens a far richer set of business opportunities. If you build the right companion app and second‑screen strategy in 2026, you can increase audience engagement, diversify revenue beyond ads and subscriptions, and create measurable ARPU uplifts that advertisers and partners will pay for.

Why this matters right now (and what changed in 2025–26)

In early 2026 several major streaming players — most notably Netflix — limited traditional mobile‑to‑TV casting, curtailing a widely used developer shortcut for second‑screen experiences. That move is part of a larger trend across 2025–26: platforms are consolidating control over playback, tightening SDK access, and prioritizing first‑party ad and measurement channels.

"Casting is dead. Long live casting!" — Janko Roettgers, Lowpass (The Verge), Jan 2026

That headline captures the shift: the old model — where a mobile app simply mirrored a stream on a TV using public casting protocols — is declining. But second‑screen interactions are not. They are evolving into smart, monetizable companion experiences that are platform‑agnostic or partner‑integrated.

The opportunity: why publishers and creators should invest in companion apps now

• Control over engagement: Companion apps give you a direct channel for notifications, personalization, and re‑engagement without relying on platform walled gardens.
• New monetization layers: Beyond CPM ads and standard subscriptions, companion apps unlock in‑app purchases, premium sync features, shoppable moments, tipping, and event passes.
• Better measurement: Properly instrumented apps provide granular, first‑party signals — time synced interactions, polls, purchases — that advertisers value more in a privacy‑first era.
• Differentiation: Unique second‑screen features — live stats for sports, contextual trivia for scripted shows, multi‑camera controls for concerts — increase retention and brand affinity.

Six practical monetization models for companion apps

Below are practical business models that creators and publishers can implement today. Each model is paired with execution notes and expected measurement levers.

1. Ad‑supported companion with premium opt‑out

Keep the base app free and monetize via in‑app ads tuned to second‑screen behaviors: synchronized display ads, rewarded video for bonus content, and native sponsored modules during key moments.

• Execution: Use contextual ad servers that support time‑sync triggers (e.g., overlay a sponsor card when a scene begins).
• Metrics: eCPM (second‑screen), ad viewability, completion rate, post‑ad engagement uplift.
• Upsell path: Offer a subscription tier to remove ads and unlock exclusive sync content.

2. Tiered subscriptions for power users

Design multi‑tier subscription tiers that align with how viewers use your second screen.

• Bronze (free): Basic sync, polls, and chat.
• Pro (monthly): Advanced stats, ad‑free, multi‑device sync, offline show notes.
• Studio / Premium (higher price): Early access, exclusive behind‑the‑scenes content, collectible drops, live Q&A access.

Subscription tiers can be bundled with newsletters, exclusive Discord access, or merchandise coupons to increase LTV.

3. In‑app purchases & microtransactions

Microtransactions work for second‑screen because interactions are momentary and contextual. Sell scene unlocks, episode commentary, virtual goods, or power‑ups for live polls.

• Execution ideas: "Unlock director commentary for this scene" ($1.99), "Boost your poll vote" (microfee), virtual stickers during live premieres.
• Metrics: conversion rate, ARPU per engaged session, purchase funnel drop‑off.

4. Sponsorship and branded integrations

Create integrated branded experiences: sponsored trivia, co‑created mini‑games, and product placement that extends into shoppable overlays.

• Execution: Sell branded segments tied to show beats — e.g., a sports sponsor for every halftime trivia round.
• Measurement: Engagement lift during sponsor segments, direct attribution from clicks to partner landing pages, recall surveys.

5. Shoppable second‑screen commerce

Use the companion app as the commerce surface: push contextual product cards at the moment a product appears on screen, or curate scene‑based collections.

• Execution: Integrate affiliate links, native checkout, or partnerships with commerce platforms to capture purchase revenue.
• Tip: Use time‑synced callouts and one‑tap checkout to reduce friction. For sports and live shopping scenarios, check playbooks for low-latency live commerce.

6. Pay‑per‑event and virtual experiences

For live events — concerts, esports, special premieres — sell access to premium companion features: multi‑angle streams, VIP chat, real‑time analytics, and collectible digital keepsakes.

• Pricing models: One‑time fee, tiered access (standard vs VIP), bundle with physical merchandise.
• Measurement: Ticket conversion, retention for repeat events, NPS from attendees.

How to design a second‑screen product that converts

Monetization succeeds when product and business models align. Follow this roadmap:

1. Define the core experience: Is your second screen a stats dashboard, a social hub, a commerce surface, or a mix? Prioritize one primary use case.
2. Start with a minimal sync strategy: Avoid relying on casting. Implement pairing via QR codes and short lived PINs, or use audio fingerprinting / ACR to achieve time‑sync. For owned streams, implement server timestamp sync via WebSockets or WebRTC.
3. Instrument everything: Track time‑on‑feature, conversion funnels, ad interactions, and retention cohorts. First‑party data is your pricing leverage with advertisers; consider creators' infrastructure shifts (see recent creator-infra news) when designing analytics.
4. Build a layered payment approach: Mix ads, subscriptions, and microtransactions so casual users still monetize while superfans pay for premium tiers.
5. Iterate with live events: Use limited‑time premieres to test high‑value features like VIP chat, collectible drops, and premium commentary.

Technology choices and quick starts

You don’t need to become a streaming platform to launch a useful companion app. Here are practical tech paths for different budgets:

Low budget / fast MVP

• Use a progressive web app (PWA) or lightweight native wrapper for rapid iteration.
• Pairing: QR or numeric PINs generated on the TV page or in a simple micro‑site.
• Sync: Rely on audio fingerprinting SDKs or timestamped manual sync ("Tap to sync now").

Medium budget — scalable

• Native iOS/Android app with WebSocket/WebRTC sync, push notifications, and integrated analytics (GA4, Mixpanel, or product analytics of choice).
• Ad stack: Integrate contextual/native ad partners and a mediation layer to maximize yield.

Large scale / enterprise

• Partner with broadcasters or streamers to access server‑side signals for frame‑accurate sync.
• Implement advanced personalization via AI recommendations (watch‑time optimized prompts, personalized shopping cards) with strict privacy controls; think about fraud and payment risk as you scale (payments & fraud considerations).

Measurement: metrics that matter for monetization

Advertisers and partners will want clear KPIs. Focus on these:

• DAU/MAU for second‑screen — core scale metric.
• Session length while synced — attention is the inventory for sponsors.
• Engagement events per session — polls, votes, commerce clicks.
• ARPU and LTV segmented by cohort (free vs paying users).
• eCPM / RPM for second‑screen inventory (use a mediation layer to benchmark).
• Attribution to downstream commerce — track coupon redemptions, affiliate conversions, and direct checkouts.

Privacy, legal and platform constraints

In 2026 privacy expectations are non‑negotiable. Build trust early:

• Get explicit consent for tracking and explain the value exchange in clear language.
• Support relevant privacy laws (GDPR, CCPA/CPRA, and local rules) and provide data portability where required.
• Be careful with children’s content (COPPA) — companion features that encourage purchases require extra safeguards.
• When partnering with platforms, expect to negotiate access to playback signals or accept alternate pairing methods (QR, audio ACR).

Realistic rollout plan (90‑day playbook)

1. Days 1–14 — Concept & metrics: Define primary use case, target audience, pricing matrix, and success metrics.
2. Days 15–45 — MVP build: Launch a PWA or thin native app with QR/PIN pairing, basic polls, and analytics.
3. Days 46–75 — Monetization tests: Run A/B tests of ad placements, introduce a single microtransaction, and pilot a low‑tier subscription.
4. Days 76–90 — Partner & scale: Pitch sponsorships with measurement proofs, add a premium tier, and prepare for a marquee live event to showcase features.

Pricing examples to test (benchmarks you can use)

Use these as starting points — test and iterate based on your audience and content type.

• Ad‑free monthly tier: $3.99–$7.99
• Premium commentary bundle: $1.99 per episode or $9.99 per season
• Pay‑per‑event VIP: $9.99–$29.99 depending on exclusives
• Microtransactions: $0.49–$3.99 for stickers, boosts, or scene unlocks

Case study (hypothetical but practical)

Imagine a mid‑sized sports publisher that launched a companion app in late 2025 after casting changes started. They prioritized live stats, micro‑bets, and instant replays synced via ACR. Within six months they:

• achieved a 20% lift in average session time for users synced to live games;
• generated incremental ad revenue from branded halftime segments with a measured engagement lift;
• converted 3% of heavy users to a $4.99 monthly tier offering advanced analytics and ad‑free experience.

That combination turned second‑screen engagement into predictable revenue streams and made the company a more attractive ad partner.

2026 predictions you should plan for

• First‑party measurement becomes the currency: Advertisers will pay a premium for first‑party, time‑synced engagement data.
• Platform cooperation will bifurcate: Some streamers will partner with select publishers to enable frame‑accurate companion features; others will push publishers to drive viewers back to platform‑owned apps.
• AI personalization drives conversion: Real‑time recommendations and contextual shopping cards will significantly increase conversion rates for shoppable second screens.
• Micro‑experiences win: Smaller, high‑value interactions (polls, collectables, VIP chats) will outperform generic companion features.

Common pitfalls and how to avoid them

• Pitfall: Building features nobody uses. Fix: Launch with one core, tested interaction (poll, commerce card) and validate engagement before expanding.
• Pitfall: Over‑reliance on platform signals. Fix: Build multiple pairing/sync methods (QR, audio ACR, manual timestamp) to remain resilient.
• Pitfall: Monetizing too aggressively. Fix: Respect UX; monetize in ways that enhance the viewing experience, not interrupt it.

Actionable checklist to get started this week

• Choose one primary second‑screen use case (engagement, commerce, or VIP access).
• Decide on an MVP pairing method: QR/PIN or audio sync.
• Set 3 core KPIs (DAU, session length when synced, ARPU) and instrument analytics before launch.
• Draft one monetization experiment to run in the first 60 days (e.g., a $1.99 scene unlock or a sponsored trivia round).
• Prepare a 90‑day partner outreach list: two advertisers, one production partner, one commerce partner.

Final thoughts

Streaming platforms closing off casting isn’t the death knell for second‑screen — it’s a call to build smarter, more valuable companion experiences. In 2026 the winners will be the creators and publishers who treat the second screen as a product: instrumented, measured, and directly monetized. Whether you pursue ads, subscriptions, microtransactions, or commerce, the key is to align the business model to a clear viewer benefit and demonstrate measurable outcomes to partners.

Call to action

Ready to turn your second screen into a revenue engine? Start with the 90‑day playbook above. If you want a practical template, download our Companion App Monetization Checklist and sample analytics dashboard (link). Subscribe to our newsletter for weekly tactics on building profitable media products in 2026.

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