Netflix is now showing ads between episodes to some users

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Users on Reddit’s r/Netflix sub noticed the change, which seemingly affected users watching the service through the app on their smart TVs.

Users from the UK, Australia and Germany all confirmed that they’ve experienced something similar.

Netflix confirmed to Arstechnica that it is “testing whether surfacing recommendations between episodes helps members discover stories they will enjoy faster”.

While the ads may improve the streaming service’s ability to serve new content to users, those same users aren’t too excited by the prospect of ads.

Another thread, now boasting over 56 000 positive karma, is pretty clear: “Netflix, the day I see an ad while watching a movie or TV, I will unsubscribe”.

Some have already cancelled their subscription.

It’s not clear if the service will be rolling out the test to a wider audience or if anyone in South Africa has experienced the tweak.

We’ve reached out to the company’s local team for further clarification