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About one-quarter of Netflix subscribers would jump if it runs ads

Erica Yee

Netflix is testing ads that would promote its growing lineup of original content, as many as 700 new shows on which it is spending an estimated $8 billion this year. A significant number of consumers say they would drop the video streaming service if it adopts ads more broadly, according to a study, and lowering the subscription price to offset ads would only convince a minority of those subscribers to stay. Netflix subscribers are willing to accept more price increases for an ad-free service.