One of the biggest draws of Netflix is the fact that the streaming service doesn't include adverts. This has been borne out by a study by AllFlicks that shows that nearly three quarters (74 per cent) of Netflix viewers would cancel their subscriptions if adverts came to the service.
A whopping 90 per cent of the 1,200 respondents would pay more in order to avoid adverts.
Most of those would only pay slightly more ($1-2) to avoid adverts, but around a fifth would pay more than $3. Less than a quarter would pay $4 or more extra.
In the US, Netflix rival Hulu includes adverts, but recently introduced a new subscription tier that lets viewers avoid them. This costs $4 more a month.
The survey also included comments, which was filled with expressions of disapproval for adverts. A lot of them contain language that's unpublishable, with viewers overwhelmingly saying the introduction of adverts would cause them to leave.
As one respondent put it: "WTF, I would cancel immediately."