The app update installs the code for the new features but some of them aren't activated by default and require Sonos to push the activation.

It is possible to miss the activation if you have any filtering tools on your network, there is a pi-hole topic here with an updated list of what must be allowed.

https://en.community.sonos.com/advanced-setups-229000/sonos-pi-hole-6870549?tid=6870549&fid=229000

Hi Stanley_4,

thank you for your tip, trying next days.

I had issues seeing the new contextual play button, too. I have an eero mesh network and was able to resolve the issue by adding the sites listed in the article linked above to my allowed list, deleted the Sonos app, then reinstalled it. Hopefully this helps others experiencing this issue. 

Thanks everybody. 
 

Today suddenly and without changing any settings the button is there and useable. 
 

If you have Auto Update enabled, that update may have just been pushed out to you. Or, you are one of the latest to have the feature enabled by Sonos. 

Yea finally! Someone I beat to getting access to a new feature. :-) 

With the new rolling updates and then rolling activations about all you can do is wait a month from the initial release and hope they show up.

If after a month they still aren't there contact support and ask them to look into your issue.

In my case I was blocking a website I didn't trust but that was required to be accessible by the Sonos activate hidden features function.