Netflix is currently conducting a few tests and its users aren’t pleased at all.

According to a report from TechCrunch, the streaming platform is testing out a feature that will see ads pop up between episodes on Netflix.

This is reportedly one of hundreds of tests that they run in a year, which are designed to find out what kinds of content its users respond well to, says the company.

“In this particular case, we are testing whether surfacing recommendations between episodes helps members discover stories they will enjoy faster,” they explained in a statement to TechCrunch.

Netflix was prompted to issue a response as a number of the several hundred users who are being tested on have reacted strongly to the advertisements.

“I pay money to Netflix to not have to watch ads,” wrote redditor WhyAllTheTrains about their experience. There were also several more comments on the /r/Netflix subreddit that used a “saltier” language to express dissatisfaction.

While we can understand users frustration about this most recent test, the streaming app does note that the ads and notifications are skippable, despite users saying otherwise.

“A member is able to skip a video preview at anytime if they are not interested,” added the company in its TechCrunch statement.

If this test goes to the fully fledged stage, there may be some push back, but users will more than likely adjust to the change.

What we think the platform should not do though, is remove the ability to skip ads or notifications. If users don’t have the ability to do that, then the streaming service could indeed lose quite a few users.

What are your thoughts about such a feature, would the addition of ads prompt you to stop using Netflix and move to a rival platform instead?

Let us know on Twitter and Facebook.

When he's not reviewing the latest smartphones, Robin-Leigh is writing about everything tech-related from IoT and smart cities, to 5G and cloud computing. He's also a keen photographer and dabbles in console games.