In its never-ending quest to try and serve up content you might like, is experimenting with showing users pre-roll trailers for its own shows and movies before whatever it is you've queued up - so you get previews of other attractions just like you do in a real movie theater.
As is often the case with new Netflix features, this is only being tested with a small group of users for the time being, and there's no guarantee yet that it'll ever make the grade and roll out to everyone. Still. it's an interesting glimpse into Netflix's thinking on how it might promote its own original shows some more.
Here we go again
Those of you with relatively long memories might remember that Netflix tried something similar . That time the trailers were met with a negative reaction from users who didn't appreciate advertising on a service they'd already paid for, even if it was only for other Netflix shows.
Now, the pre-roll trailer could be back. According to the people who've seen the previews, they're showing up on the Netflix website and on dedicated devices . They're also picked based on your previous viewing habits.
"We're experimenting with video based on personalized recommendations for shows and movies on the service or coming shortly," Netflix said in a statement. "If we don't test, we won't learn and we'll never get better, and who wants that?"
Sign up for Black Friday email alerts!
Get the hottest deals available in your inbox plus news, reviews, opinion, analysis and more from the TechRadar team.
Dave is a freelance tech journalist who has been writing about gadgets, apps and the web for more than two decades. Based out of Stockport, England, on TechRadar you'll find him covering news, features and reviews, particularly for phones, tablets and wearables. Working to ensure our breaking news coverage is the best in the business over weekends, David also has bylines at Gizmodo, T3, PopSci and a few other places besides, as well as being many years editing the likes of PC Explorer and The Hardware Handbook.