Netflix irks users by testing ads between shows

Netflix is facing backlash after interrupting users’ content binges.

After several users recently complained online that ads appeared between episodes of the shows they were watching, the streaming service confirmed that it was testing ads to a select group of users.

Ars Technica reported:

In a statement given to Ars Technica, Netflix described the change as follows: "We are testing whether surfacing recommendations between episodes helps members discover stories they will enjoy faster." The reasoning, Netflix's statement says, comes from its last controversial decision: to add auto-playing videos, complete with unmuteable audio, while browsing through Netflix content.

… "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's statement says. Netflix did not confirm to Ars whether this new advertising initiative would be limited to specific platforms (smart TVs, game consoles, etc.) or territories or how long this "testing" period might last.

Netflix said the ads only promote its original series and promised that users could skip the ads, though some social media users claimed otherwise.

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CNBC reported:

Netflix released the statement in response to reports after a Reddit post titled "Netflix forced me to watch an unskippable ad for 'Better Call Saul'" was upvoted more than 4,000 times (the thread has since been removed).

Netflix has clarified that viewers will be able to skip such ads for other shows. "It is important to note that a member is able to skip a video preview at any time if they are not interested," its statement added.

Many people voiced displeasure with the announcement on social media and threatened to cancel their subscriptions. Here’s a sampling of feedback on Twitter:

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

Hey Netflix, if you run ads I can guarantee I'm going to cancel my subscription.

— Bardoooo (@bardowu) August 19, 2018

Dear @netflix please stop while you’re ahead. We don’t want to watch TV the way our parents did. I would literally rather purchase seasons of the few shows I do watch than use a service with ads.

— 𝙹𝚎𝚗 𝚂𝚊𝚟𝚊𝚐𝚎 (@savagejen) August 19, 2018

Some Twitter users shared how Netflix users can opt out of the ad testing:

Note the ads are only for these “originals”, as this is their overall plan.

Netflix is very data driven though. Kindly tell them to piss off by opting out of the ads testing at: https://t.co/OnrBmPkt1u

This is the clearest signal the masses can send to them short of canceling.

— Nick Craver (@Nick_Craver) August 18, 2018

Though the online response to Netflix’s tests are overwhelmingly negative, that might not stop it from becoming a permanent part of the streaming service.

In an article titled, “Netflix is here to ruin your evening and possibly your entire life with ads,” Jezebel reported:

Netflix claims the ads are just a test for now—only some users will see them. But it’s unclear how long the experiment will last. The streaming giant also seemed to say that, while it’s keeping an eye on everyone’s gripes on social media, all it really cares about is whether users actually engage with the ads. And if people do, there will likely be more.

Netflix’s decision to test ads dovetails into its move to auto-play episodes: It’s one more attempt to keep users streaming shows. However, the recent announcement shows that the company also wants to hook people on content that can only be found within its platform, which will make it harder for people to cancel subscriptions and go with a competitor.

Netflix is also taking more control of users’ viewing habits with its recommendations, which it recently boosted by axing users’ ability to add reviews to its content.

USA Today reported that the company announced the change last month and said it was due to “declining use.”

The Washington Post reported:

Netflix has slowly been changing how users rate content as well. Last year, it shifted from allowing users to assign shows and movies a score of one to five stars to the binary thumbs up or down.

Perhaps these moves aren’t surprising, though. Netflix has an ever-expanding library of in-house content. And the company has always played things close to the vest. It famously doesn’t release ratings for its shows.

Ever since its first few series, such as “House of Cards” and “Orange Is the New Black,” the company has become far more than a streaming service — it’s a powerful production company.

Some have complained about the changes to Netflix’s rating system, but the company has largely escaped criticism on that front. However, if it plans to permanently introduce ads to all of its users—even if it’s only to promote its original shows—Netflix’s PR team should be prepared for even more backlash.

What do you think of the announcement, PR Daily readers?

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