Netflix is currently testing out a new feature that will play video promos between episodes of a series being watched.
The controversial test was first spotted by Cord Cutters News, after complaints surfaced on a Reddit thread.
According to the post, the video promo appeared full-screen between episodes for other content available on Netflix — both original series titles, and otherwise. The promo displaced the usual card previewing the next episode in the series, and recommended featured content, much in the way Netflix currently does on its home page. Due to a bug, the full-screen promos were not skippable, but Netflix has since confirmed that that was not meant to be the case.
The feature has not been rolled out to all subscribers, instead affecting a small percentage of Netflix’s global audience. Though, understandably, subscribers are concerned about the feature being added on a permanent basis, as the platform is largely praised for having no advertisements interrupting their content.
.@netflix make it stop! Make the ads after a show I watch stop!!!
— Frank Remley (@FrankRemley) August 17, 2018
Hey @netflix I can tolerate the ads at the top of my list of shows but between every episode I watch is getting stupid
— Lee (@dogmeat707) August 17, 2018
@netflix I don’t like these ads you’ve started sliding in between my episodes of The Office! I’m well aware of what originals are on Netflix – don’t interrupt my binge watching to shove them down my throat!
— Googie (@MaximumGoogie) August 17, 2018
Hey @netflix putting ads for your other shows between episode of something I am watching ruins what makes Netflix good. It makes me want to switch to other services. Please stop.
— Adam Cullen (@Fictonia) August 17, 2018
When asked for comment, Netflix had the following to say to Cord Cutters News.
At Netflix, we conduct hundreds of tests every year so we can better understand what helps members more easily find something great to watch. 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. Since then, we have been experimenting even more with video based on personalized recommendations for shows and movies on the service or coming shortly, and continue to learn from our members.
In this particular case, we are testing whether surfacing recommendations between episodes helps members discover stories they will enjoy faster. It is important to note that a member is able to skip a video preview at anytime if they are not interested.
Should the feature continue to prove unpopular with select members, it is unlikely that Netflix will apply it to their entire platform. For most subscribers, the service will continue to be ad-free.