As for why Netflix is opting out of this app, I have 2 theories:
Netflix views usage data as highly confidential, proprietary
information. They don’t even share this data with their show
creators, so there’s no way in hell they would share this data
with a partner who, it could be argued, is trying to
Netflix also doesn’t need help curating and personalizing
their content library, they are already the best in the
industry. Almost all of the other video apps need all the help
they can get.
I suspect this is exactly right. Netflix doesn’t need Apple’s TV app to surface/suggest their content, and they almost certainly don’t want to share usage data with Apple.
Update: I wouldn’t be surprised if Apple and Netflix get this worked out. Netflix gave a statement to Wired saying they’re “evaluating the opportunity”:
Netflix comes as a bit of a surprise, though, as it’s long been a
stalwart of streaming boxes, and was previously a participant in
Apple TV’s universal search feature. The service didn’t appear in
Apple’s presentation today, though, and the company has confirmed
that it won’t be involved, at least at launch. “I can confirm we
are not participating and evaluating the opportunity,” says
Netflix spokesperson Smita Saran.
★ Thursday, 27 October 2016