While Netflix and its competitors shy away from paid-for adverts in their streaming services, the company is not the first to experiment with cross-promoting its own shows on the service.
Reports have emerged Netflix will begin slotting in ads for its other shows before the next episode queues up.
"We are testing whether surfacing recommendations between episodes helps members discover stories they will enjoy faster", Netflix said in a statement to Ars Technica.
The most consistent complaint was that the ads weren't able to be skipped, with one user saying it's like a "double insult". Three ads just so i could finish the last 3 minutes of an episode of the Office?' said another. Those badges rewarded kids for watching new shows, or for watching more episodes of old shows, but were widely criticised for encouraging binge watching among children, leading the company to pull the test. Then once that is accepted they will decide to put an add in the middle of a show.
Another user, called heisenberg747, wrote: 'I refuse to support advertising of any kind.
The issue was raised in a Reddit post, where one Netflix subscriber said they were in the middle of watching "Shameless" when an ad popped up.
On Friday, news that the streaming giant is testing out promotional videos between episodes and movies caused an uproar on Twitter and Reddit, with many users threatening to cancel their subscriptions if it persists.
The luxury of completely uninterrupted box-set binging on Netflix may be short-lived.
According to ARS Technica, Netflix confirmed that the promos are skippable, which counters at least one significant Reddit claim from the United Kingdom that they are not.
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