Streaming Service UI and Ad Intrusion Complaints

In the age of streaming, auto-play features and on-screen ads have become the norm, but a growing number of viewers and filmmakers are complaining that these design choices are ruining the viewing experience and disrespecting the people who make the content. The rising frustration over streaming service user interfaces (UI) that shrink end credits and push ads or next-up previews has led many to call for a fundamental change in how digital media is consumed.

A viewer-shared screenshot of Apple TV+ shrinking the end credits of the film "The Gorge" into a small window while a large promotion for "Ted Lasso" dominates the screen. (Credit: Imgur)

The Rise of Auto-Play: Convenience at a Cost

Over the past decade, streaming giants like Netflix, Amazon Prime Video, Disney+, and Apple TV+ have transformed how we watch television. Binge-watching has been facilitated by features like "auto-play" and "skip intro" buttons. These innovations were designed for convenience—to keep viewers engaged by seamlessly moving them from one episode to the next.

Netflix pioneered many of these features, introducing its auto-play "Post-Play" feature in 2012. In 2017, it added the "Skip Intro" button, which Netflix reported was being pressed 136 million times per day, saving viewers an estimated 195 years in cumulative time daily.

From a business perspective, this design is a success. In August 2022, Nielsen reported that streaming viewership surpassed cable TV for the first time, accounting for 34.8% of all TV usage in the U.S. Every additional minute spent on a platform is a minute not spent with a competitor. However, what began as a tool to "skip the boring parts" has evolved into an intrusive mechanism that often sacrifices the creative integrity of the content.

Shrinking Credits and Sudden Ads: A Jarring Experience

A practice drawing significant ire is the shrinking of end credits to display "next-up" suggestions. At the end of a movie, apps often minimize the closing credits into a tiny corner, while the rest of the screen is dominated by a countdown or a promotional trailer.

For viewers who have just finished an emotionally heavy film, this is a jarring experience. A recent example involved Apple TV+ being criticized for minimizing the credits of its original film The Gorge to show a preview for Ted Lasso. One viewer described the moment as "wildly disrespectful to the artists."

“Yes, you just watched Schindler's List for three hours, but stop processing it—there’s not a moment to lose, have you heard about House MD? We're gonna play it in 5 seconds unless you tell us not to.” — Anonymous viewer on Reddit

Why Do Streaming Services Prioritize These Features?

The primary driver is user engagement. The longer a user stays on the platform, the less likely they are to churn. Algorithms are tuned to reduce "friction"—the moment of hesitation where a viewer might decide to stop watching.

There is also a significant monetary angle. With the introduction of ad-supported tiers, platforms have more incentive to keep eyes on the screen. Netflix’s ad-supported plan, launched in November 2022, inserts roughly 4-5 minutes of ads per hour. Even on premium plans, "in-house" advertisements (previews for other original content) are used to keep viewers within the ecosystem.

Why End Credits Matter to Viewers and Creators

To film enthusiasts, credits are part of the cinematic experience, offering a moment of reflection accompanied by the film's score. For creators, credits are a matter of respect. Hundreds of professionals—from VFX artists to costume designers—receive their only public acknowledgment in these scrolls.

Filmmakers like Barry Jenkins have noted that streaming interfaces can "short-circuit" the emotional resolution of a film. Historical precedents, such as George Lucas resigning from the DGA in 1977 over credit placement in Star Wars, highlight how seriously directors take this issue.

When Ads Attack the UI

The frustration is compounded on ad-supported tiers. Mid-sentence ad cuts on services like Hulu or Peacock often interrupt pivotal scenes not designed for commercial breaks.

Even "ad-free" users face interruptions. Amazon Prime Video and Apple TV+ often play promotional trailers before selected content. Hulu pioneered "pause ads"—static images that appear when a viewer pauses the video. As one critic noted, "Streaming was supposed to free us from commercials, not find sneakier ways to insert them."

User Backlash and the Call for Change

Social media has become a hub for this discontent. The hashtag #LetCreditsRoll has been used by film buffs to urge platforms to leave credits alone. In response to feedback, some platforms have made minor concessions:

• Netflix: Added options to disable auto-play for next episodes and previews in 2020.
• Disney+: Adjusted thumbnails to prevent spoilers after fans complained about reveals in Andor and The Mandalorian.
• Amazon Prime: Features "X-Ray," allowing viewers to see cast/crew info without leaving the playback screen.

Striking a Balance: The Future of Streaming UX

The consensus among critics is the need for a "Respect Credits" option—a simple toggle in settings that allows films to play out naturally. This would cater to "power users" and cinephiles without removing the convenience features that the general public utilizes.

As streaming continues to dominate home entertainment, these design decisions will define the relationship between the audience and the art. Listening to user feedback may be the key for services to differentiate themselves as platforms that value quality of experience as much as quantity of consumption.

FAQ

Q: Why do streaming services shrink or skip end credits?
A: They use auto-play features to keep viewers engaged. By suggesting new content immediately, they minimize the chance that a viewer will turn off the TV, thereby increasing retention and watch time.

Q: Are the pop-ups during credits advertisements?
A: On ad-free tiers, they are "in-house" promotions for other content. On ad-supported tiers, they may be actual third-party commercials.

Q: Can I turn off auto-play?
A: On Netflix, you can disable "Autoplay next episode" and "Autoplay previews" via account playback settings on a web browser. Disney+ and Amazon Prime also offer "Auto Play" toggles in their respective settings menus.

Q: Have filmmakers spoken out about this?
A: Yes, directors like Barry Jenkins and Martin Scorsese have criticized "content" delivery systems that prioritize algorithms over the artistic intent of the filmmaker, particularly regarding the emotional "breathing room" provided by credits.

Q: How can I avoid spoilers in "Next Episode" previews?
A: The best way is to disable the auto-play feature in your profile settings. This prevents the app from automatically loading the next episode's title and thumbnail until you manually select it.

References

1. The Verge – Netflix users hit the ‘Skip Intro’ button 136 million times a day. (2018).
2. Nielsen – Streaming Now Accounts for the Largest Share of U.S. TV Viewing. (August 2022).
3. Netflix Newsroom – Netflix Launches New ‘Basic with Ads’ Plan. (Oct 2022).
4. Variety – Disney+ With Ads: What You Need to Know. (Dec 2022).
5. Adweek – Hulu Introduces ‘Pause Ads’ as Latest Innovation. (Jan 2019).
6. Netflix Help Center – How to turn off autoplay next episode and preview on Netflix. (2020).