Netflix: we're not sneaking in ads

Netflix has denied accusations that it's planning to roll out video ads across its service. Fears were raised that the popular video-on-demand service was planning to introduce advertising, after the company began testing pre- and post-roll teasers for its own shows.

Netflix's refusal to allow advertisers to interrupt programming is credited as one of the reasons for the service's success to date. But some users feared the company was using the pre-roll teasers to pave the way for advertisers to run slots before programmes or films.

However, Netflix insists it has no plans to disrupt streams with anything but promotions for its own shows. "We’ve had originals teasers at the end of shows for a while," a Netflix spokesperson told TechCrunch .  "As you know, we test many things over the year, many of which are never universally deployed."

That message was reinforced by Netflix CEO Reed Hastings, who posted on Facebook : "No advertising coming onto Netflix. Period. Just adding relevant cool trailers for other Netflix content you are likely to love."

Netflix isn't under heavy financial pressure to introduce advertising. The company turned a profit of almost $24 million in the last quarter, and made more than $265 million in the last financial year. It has 60 million paying subscribers and continues to expand into new territories.

Netflix accounts for more than a third of total internet traffic in the US and is the second largest source of traffic during the peak evening hours in the UK, according to Sandvine.