The US OTT platform Netflix began a few days ago to add advertisements in its service. This news already caused the discomfort of many users, who made it known through social networks. It is unknown if this change will come around the world.
In this start, there are only recommendations of Netflix’s productions and only appear between episode and episode of a series while users are binge-watching.
The only official voice of the company was picked up by the specialized media Ars Technica. There they reported that these commercials are a test to see if these recommendations help users more easily. The last controversial decision of Netflix had been to add automatic playback videos -complete with audio that could not be silenced- while surfing through the service library.
Netflix sent the following statement about this 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 agio, we introduced video previewsto 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”.