Netflix is to start showing preroll ads to users before they watch a TV show or movie.
The ads which last 30 seconds and do not appear to be skippable, although there is an option to fast forward
However rather than hitting you with an advertisement, the new ads will instead be trailers that highlight upcoming shows or movies which Netflix thinks you may be interested in and are based on your past viewing history.
News regarding the ads first appears on Cord Cutters News with Netflix later confirming to TechCrunch that it is testing the ads on a limited number of users.
Meanwhile, some users have already taken to Reddit to confirm they have seen a message which reads:
“The following exclusive preview has been selected just for you”.
The message appears just before the prerolll ad begins.
In a statement to TechCrunch, a spokesperson for Netflix said:
“At Netflix, we conduct hundreds of tests every year so we can learn what helps members quickly find and start their next great binge. We’ve already seen the positive effect of the video previews we rolled out last year. Now we’re experimenting with video based on personalized recommendations for shows and movies on the service or coming shortly. If we don’t test, we won’t learn and we’ll never get better, and who wants that?”
This isn’t the first time Netflix has tested out different ways in which to promote content to its subscribers.
In 2015, Netflix experimented with similar ads that were used to promote its own original content.
However, the move was met with fairly negative feedback from users.
The news comes after it was revealed that Netflix now has more subscribers in the US than cable television.
The popular streaming service now boasts 50 million US subscribers last quarter, approximately 2 million more than those subscribing to cable TV.
Globally, Netflix says it has more than 100 million subscribers and is available in 190 countries.
Netflix first launched in 1997 as an online movie rental website.