Netflix is taking a leaf out of cinemas' books and has started testing teaser trailers.
Some viewers have reported seeing these 30-second teasers before their chosen content plays.
The streaming service gives you the option of fast forwarding through the trailer, but there's no option to skip it outright.
These pre-rolls were reportedly tested last year, but were not received well, as users considered them adverts. And Netflix viewers pay their subscription to keep the service ad-free.
Before the teasers start, viewers have reported seeing a message that reads: "The following exclusive preview has been selected just for you."
Netflix has confirmed these teasers are chosen for each specific user, and vary depending on their viewing habits.
"At Netflix, we conduct hundreds of tests every year so we can learn what helps members quickly find and start their next great binge," a spokesperson said. "We've already seen the positive effect of the video previews we rolled out last year.
"Now we're experimenting with video based on personalised recommendations for shows and movies on the service or coming shortly. If we don't test, we won't learn and we'll never get better, and who wants that?"