Netflix is a streaming service that has been almost unanimously praised for its accessibility, convenience, and flexibility. However they recently faced a notable backlash in response to a small test they were running. They had decided to run skippable test promotions for other original Netflix shows in-between episodes of their shows for select users, to see how running promos across the service would work as a whole. Nevertheless, this was met with a lot of negative responses.
Netflix users were not pleased with this supposed test, as they took these promos as Netflix’s first step toward running full-on advertisements. They expressed their disdain for the sudden appearance of these promos across social media. Most users on Twitter said one of their main reasons for using Netflix at all is the very fact there is absolutely no interruptions while binge-watching, as opposed to all the commercial-ridden cable services where one third of a program’s block is devoted to running advertisements. Many of these users went as far as to say they would cancel their service entirely if it started running ads.
This backlash should not have been a surprise. After all, the biggest reasons Netflix stands out as a streaming service are their low monthly fee and complete lack of ads. Media as a whole is filled with advertising, which has made Netflix the go-to for a commercial-free viewing experience. Media research company Hub Entertainment Research, had conducted a survey before Netflix started their promo tests, in which 23% of Netflix users said they would drop the service if it started to run advertisements. 37% said they were undecided as to what they would do, and 27% said they might still keep it, while only 14% were certain they would still keep it. Its clear the general consensus is that ads are annoying and while theoretically Netflix having them could lower the already low monthly subscription fee, a quarter of their users would rather drop the service entirely than have to press a skip button every once in a while.
It is worth noting however, that many other streaming programs, such as Hulu and HBO Now, already run promotions for other shows in-between episodes. The modern media industry is dominated by advertising.
There’s virtually nowhere someone can go on the world wide web where they wont end up finding an advertisement of some kind. If Netflix wants to survive, it better stay on its current course and continue to stand out as the binge-friendly service everyone knows and loves.
Erix Pizano // Graphics Dept.
