Netflix is testing a new feature that will allow views to replay certain scenes, either because they have missed something or simply want to watch it again. But some users think the odd instant replay feature is rather distracting.

The new feature, which is only noticed by a selected number of Netflix subscribers, automatically appears as a pop-up notification asking if the users want to replay a just-concluded scene. And it pops up only after certain ‘highlight’ scenes, allowing users to immediately re-watch the scene without tampering Netflix’ standard time bar at the bottom of the screen.

“We’re trying out a feature which gives Netflix members the ability to re-watch favorite scenes and memorable moments with the click of a button,” the streaming giant told the Los Angeles Times. Netflix says it’s currently learning users’ responses and “may or may not” roll out the instant replay feature.


It’s not difficult to accept that most users are not impressed by the instant replay feature considering how frustrating popups can ordinarily be, let alone having them while seeing a movie. One anonymous Netflix subscriber said the feature is “distracting,” and asking why Netflix would “insist on devaluing film” with unwanted prompts. “So far it’s happened right after two intense scenes. Really took me out of the moment,” the user wrote on Reddit. “I hope this isn’t a permanent thing because it’s distracting and obnoxious.”

Netflix has in the past experimented showing shows on the login-screen and video promos between episodes. To improve its business, the streaming company has experimented with in-app subscriptions bypass and a new budget-friendly package for mobile devices only to promote the affordability of its service in emerging markets.

However, Netflix knows a lot about thinking differently and experimentation which is often a fundamental part of what makes a business successful. According to an analysis from Sensor Tower, an app intelligence firm, Netflix recently achieved a new record on consumer spending in its mobile apps. The company reached a staggering annual rise of 77 percent, hitting $86.6 million in revenue, with growing revenue in the international markets.

For now, Netflix’s instant replay feature works for the company’s original films, series and some licensed content, reports the Los Angeles Times. The company’s current plan is unknown; if it would release the feature to all of its subscribers – over 120 million worldwide or not. However, any decision could be determined by users’ reactions to the app, including that of the anonymous Redditor which is not positive. With intense mix reaction, Netflix could allow users to enable or disable the feature through users setting.