NETFLIX has revealed plans to introduce yet more ads to its streaming platform in a move that has enraged users.
The TV and movie-making giant is launching generative AI ads that blend in with the content you’re watching.
So a product might appear placed over a background inspired by hits like .
But that’s not all – Netflix is also preparing to roll out pause ads.
The firm has been testing such a feature since last year but now it’s going to appear in all countries where ad are available from 2026.
It means whenever you pause what you’re watching an ad will show up rather than a freeze frame of your show or movie.
Netflix introduced the ad tier to the UK and US as a way to offer cheaper subscriptions.
The plan now has a stonking 94million monthly users, up from 40million this time last year.
But frustrated users have not welcomed the development and some are threatening to cancel.
“Nobody likes AI,”;; one person wrote on X.
“Guess it’s time to cancel the subscription.”;;
Another commented: “I’m at the point of cancelling all of them and just buying DVDs.”;;
A third added: “if this happens to me 1 time I will cancel and never come back after 20 years.”;;
currently has three types of subscription plan, though it previously had four for a brief period.
The original Basic plan, which was the cheapest without ads, was .
Bosses have hinted that different plans could be launched in future too.
The move comes as a of Netflix’s TV app is set to appear on screens soon, marking the first big revamp in ten years.
This not only includes a new look but a “simpler navigation”;; and “responsive recommendations”;;.
