Netflix ‘will not introduce ads’

Netflix will not test or introduce third-party advertising to its service, the streamer said this morning.

There were widespread US reports overnight that Netflix was trialling advertising on its service, leading to a social media outcry that the previously ad-free streaming service was about to change its business model and, in some form, become ad-supported.

However the US-listed company said this morning that it categorically has no intention of running advertising in the US or international markets in which it operates.

It added that it is teasing some of its original shows in trailers that appear before episodes of its dramas, but even that initiative may not become widespread. It will not, however, start to work with external brands on ad campaigns.

“We are not planning to test or implement third-party advertising on the Netflix service,” the company said in an official statement. “For some time, we’ve teased Netflix originals with short trailers after a member finishes watching a show. Some members in a limited test now are seeing teases before a show begins.”

It added: “We test hundreds of potential improvements to the service every year. Many never extend beyond that.”