I, U, Us by Raye

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Raye I, U, Us
Unbreakable Kimmy Schmidt

Netflix users have started to notice this week that pre-roll ads are running before their content plays.

Predictably, they're not overly happy about it.

And some are letting their inner entitlement about the service run free.

But while many a Reddit thread and tech outlet has been dedicated to reporting on this terrible, apocalyptic capitalist hell, Netflix kinda just wants everyone to calm down.

The reality is that Netflix has quietly been beta-testing pre-roll ads for their own home-grown content, and that's basically it. Working in sync with the splash bar when you log in, and the suggested content when you finish another series, the pre-rolls are a very tentative test at promoting native series like DaredevilHouse Of Cards, and Orange Is The New Black. Which, unless you're a nerd wasting your monthly subscription fee on bingeing series that you already have on DVD, should actually be good news.

If ads are being tested right now then there's definitely room for the service to sell some pre-roll space to third parties. But if Netflix's CEO's chill response to the backlash is anything to go by, that could still be a very long way away. 

No advertising coming onto Netflix. Period. Just adding relevant cool trailers for other Netflix content you are likely to love.

Posted by Reed Hastings on Monday, 1 June 2015




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