A new study says Netflix could lose a quarter of its subscribers if it starts running promos for other shows while people are binge-watching.

All the way back to TiVo, then the DVR and now multiple streaming platforms, there has always been a complicated relationship between the viewer and the advertiser.

Non-skippable ads can be quite infuriating. And the ones you can skip, are you not hovering your mouse over the skip ad button and engaging the click the second you can?

How about YouTube videos that will literally STOP IN THE MIDDLE OF THE CLIP to show you an ad, a full ad, that you must sit through to finish the stupid thing you were watching in the first place.....and once you're halfway through, I don't know about you, but I'm going to waste more time hoping the payoff at the end of the video is worth it (it rarely is).

Netflix categorizes this new adventure as, you'll love this, “testing whether surfacing recommendations between episodes helps members discover stories they will enjoy faster.” Ok.

Is it a good idea to chase away 25% of your subscribers? Because that's what a recent study by Hub said would happen if Netflix continues down this path they've started.

In fairness, this was under the condition that Netflix pricing remained the same despite the addition of ads. If subscription rates were hypothetically lowered by $3 a month, only 16 percent would cancel their subscriptions, and 50 percent would definitely or probably stay on board.

Approximately 1,612 U.S. TV viewers between the ages of 16-74 were surveyed and asked what they would do if Netflix added ads. Specifically, 23 percent of those surveyed said they’d unsubscribe, with 41 percent saying they’d definitely or probably keep their subscription, and 37 percent undecided.