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Netflix Tests Promotional Videos but Users See Commercials

“We have been looking at ways to insert rich video into our experiences for several years,” said Smita Saran, a company spokeswoman. “These video promos are actually personalized recommendations for titles we think a member may enjoy watching,” Ms. Saran said. “In this particular case, we are testing whether surfacing recommendations between episodes helps members discover stories they will enjoy faster.” It was not clear how many subscribers were seeing the videos. Ms. Saran said that the company does not comment on where such tests are conducted but that they are customarily done globally. Netflix, which has over 100 million subscribers , reported last month that it signed up 674,000 new subscribers after forecasting that it would add 1.2 million. In the crowded market of streaming services, there’s an imperative for it to keep its subscribers from straying. Netflix runs hundreds of tests and some are incorporated into the service as features that subscribers can use, while others are invisible. For example, Netflix experimented with movie previews in which a trailer played after users hovered over a title. That became a permanent feature after being tested for years.

For the original version including any supplementary images or video, visit https://www.nytimes.com/2018/08/20/business/media/netflix-commercials-videos-ads.html

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