Save the occasional "Are you still watching?" message popping up between episodes, it's possible to watch an entire Netflix series in one sitting with little to no distractions. Now, the streaming service is testing something that could upend that: As CNN reports, Netflix has quietly started sprinkling advertisements into its programming, something the subscription-based service has been able to avoid up to this point.
The promotional content Netflix is experimenting with differs from conventional cable commercials in some fundamental ways. The promos won't be advertising third-party brands, Netflix promises: Rather, they'll exclusively show off Netflix original content, including series like GLOW and Stranger Things (though one Reddit user did report seeing an ad for Better Call Saul, which Netflix licenses from AMC). And instead of inserting ads throughout the program, as some non-subscription streaming services do, Netflix will only include them at the end of some episodes with a "skip" button similar to the one that allows viewers to bypass a show's opening credits. And each promo subscribers see will be personalized based on their viewing habits, hopefully turning them on to new shows and not just annoying them in the middle of their binge-watching sessions.
Despite these assurances from Netflix, viewers aren't happy. Many customers have taken to social media threatening to cancel their service if the promos become the norm, which likely may not happen: They've only been shown to a select number of test viewers so far, and based on user response, Netflix may decide to pull the plug on the experiment.
The good news is that as long as the ads are still in the test phase, you can choose to opt out of them. Just go to Netflix.com/DoNotTest and toggle off the switch next to the words "Include me in tests and previews." Now you're ready to resume your binge-watching marathon without interruption.