Netflix Now Plays Ads Between TV Episodes For Some Viewers

Although the concept of binge-watching existed before Netflix, the streaming giant has made it easier than ever before to watch multiple episodes of a TV show in a row. As subscribers know, subsequent episodes start within a few seconds of the previous one ending, meaning you don't have to do anything but sit there to enjoy entire seasons of your favourite series. However, it has been reported that the company has started experimenting with ads for other shows between episodes.

As reported by Ars Technica, some viewers have started seeing ads for the likes of Better Call Saul and Insatiable between episodes of popular shows such as Rick & Morty and Bob's Burgers. The ads are being trialed for selected viewers and the company states that they are skippable.

In a statement, Netflix described the ads as "recommendations" and explained that they were to help viewers choose what else to watch. "We are testing whether surfacing recommendations between episodes helps members discover stories they will enjoy faster," the statement read.

Netflix went on to explain that this new initiative was based on the "preview" function, which was introduced in 2016 and means that excerpts from shows autoplay whenever a user scrolls over its thumbnail. "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," the company stated.

According to ComicBook, it's possible to opt out of the new ads. From the account settings area on the Netflix website, you can disable something called Test Participation. Whether that remains an option long-term, however, is unclear.

Netflix is facing increasing competition in the streaming arena. As well as the likes of Amazon and Hulu, a number of studios have started to produce new shows intended for exclusive streaming on their own subscriber platforms.

CBS All Access has become the home of Star Trek in the US, with a second season of Discovery premiering in January 2019 and Patrick Stewart due to make his return as Jean-Luc Picard in another Star Trek show. Warner will launch DC Universe later this year, with new DC series such as Titans set to premiere. Disney, meanwhile, are developing a new streaming platform that will be the home of a new live-action Star Wars show, as well as next season of the animated Star Wars: The Clone Wars.