Netflix Now Testing Autoplaying Trailers

Netflix is again testing how to best integrate teaser trailers into its user experience. At Mobile World Congress, the company talked about a test of autoplaying video trailers that would begin to play when users hovered over a title. But the company is also quietly testing a different format of teaser trailer, as well. Some Netflix members are now seeing audio and video teasers as they navigate Netflix, including those that play when they first launch the Netflix app on their television or when they view Netflix in a browser window.

These trailers are different from what Netflix was discussing at Mobile World Congress, the company confirmed with us.

“Some members in a limited test now see teasers with audio as they browse,” a spokesperson told TechCrunch. “We learn by testing and these features may or may not become part of the Netflix experience,” they said.

To clarify, Netflix has shown a type of “motion billboard” teaser for some time as a way to promote a show or film it thinks a user might like. The differentiator here with the new test is that it also includes audio for some subscribers.

For what it’s worth, not everyone is enjoying the experience of seeing video trailers on Netflix.