The company confirmed to tech-website ARS Technica on Friday that it is testing promos for its original shows and movies in between TV episodes while users are binging.
"We are testing whether surfacing recommendations between episodes helps members discover stories they will enjoy faster," Netflix said.
According to ARS Technica, Netflix confirmed that the promos are skippable, which counters at least one significant Reddit claim from the UK that they are not. The statement continued: "A couple of years ago, we introduced video previews to the TV experience, because we saw that it significantly cut the time members spend browsing and helped them find something they would enjoy watching even faster."
Netflix did not immediately return a request for further comment.
Those auto-playing video previews weren't met with fanfare, though, and the prospect of Netflix ads doesn't seem to be either, even if they are skippable and for original Netflix content. Netflix users do have the ability to opt out of tests.
The scope of the testing and how long it will last remains unknown, but many users have taken to social media to criticize the move.
One Reddit user said they will unsubscribe if Netflix starts to "jam ads down my throat for what little time each day I have to watch a movie or TV series." Another on the same thread said, "I too will not tolerate paying to see ads. No way."
And more people took to Twitter with their reservations this weekend:
Hey @netflix , we pay a subscription so we don't have to see ads for shit.— Jason Folkers (@hypothetical6) August 17, 2018
You have a lot of market share right now. You do this, and you will quickly learn that we users don't have brand loyalty when a competitor without commercials pops up.
Netflix reported disappointing second-quarter results, and the stock plunged to its lowest level in more than 3 months on Wednesday. Also from Business Insider South Africa:
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Netflix reported disappointing second-quarter results, and the stock plunged to its lowest level in more than 3 months on Wednesday.
Also from Business Insider South Africa: