When streaming services such as Netflix first launched the platforms that have become ubiquitous sources of entertainment content for hundreds of millions of viewers around the world, one of their biggest selling points was the elimination of adverts from the home viewing experience.

Unlike music service Spotify and free video hosting platform YouTube, which included ads in their basic or free packages and required users to subscribe or pay more for ad-free options, services such as Netflix offered entry-level packages that included the welcome promise of no adverts...

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