The problem is all these platforms in the first place, instead of trying to invent something new, if they would all just use Android with their own UI on top, then it would be possible to have native apps.

Imagine how many "TV" targets Netflix builds app for. I would not be surprised if it's in the hundreds. They are not going to build and maintain a fully native app for some obscure platform which 0.03% of their customers use, when they can just build a wrapper around their web interface.

More reason to not have smart TVs at all and leave the processing and app stores to actual dongle platforms.

Man I hate smart TVs.