I tried this out this morning. Brought up the TV app on my iPhone, searched for a show I know is on Netflix. Sure enough, the search revealed two options: Rent the show via iTunes, or open it via Netflix.

This is a solid step forward for Apple, Apple TV, and searchability.

Now if only Amazon would deliver their promised Prime Video Apple TV app. I suspect that ship has sailed.

UPDATE: Check this tweet from Tech Crunch Editor-in-chief Matt Panzarino:

Checked this out – looks like false alarm, this stuff has been in there from launch. No new integrations afaik.

Not sure which is correct. I don’t recall this level of integration with the TV app.