As pointed out by TechCrunch, Netflix has started testing video promos that play in between episodes of shows a viewer is streaming. The promos are full-screen videos, personalized to the user, and displace the title, description and thumbnail preview for the next episode being watched.
Netflix has however confirmed that the introduction of promos in between the episodes is not a feature it is planning to roll out at this time. In fact, the source notes that it is one of the hundreds of tests Netflix runs each year, many of which are focused on how to better promote original programming to the subscribers.
This test is currently live for a small percentage of Netflix’s global audience. And unlike some prior tests, the promos may feature any content in Netflix’s catalog and not just its original programming.
Below is the official statement from Netflix:
At Netflix, we conduct hundreds of tests every year so we can better understand what helps members more easily find something great to watch. A couple of years ago, we introduced video previews to the TV experience, because we saw that it significantly cut the time members spend browsing and helped them find something they would enjoy watching even faster.
In this particular case, we are testing whether surfacing recommendations between episodes helps members discover stories they will enjoy faster. It is important to note that a member is able to skip a video preview at any time if they are not interested.
Let us know if you happen to see one of these video promos during your Netflix binge.