Netflix viewers wouldn’t take kindly to ads being included during their shows, according to a Hub Entertainment Research study, The Future of Monetization. If the streamer began showing ads, 23% of those surveyed said they’d drop the service, with just 41% saying they’d definitely or probably keep their subscription. If Netflix included ads but dropped the subscription fee by $3/month, 16% of subscribers said they’d cancel. “When we ask subscribers what they consider to be the most attractive features of Netflix, the fact that it’s ad-free consistently ranks toward the top of the list,” said Peter Fondulas, principal at Hub and co-author of the study. “For the moment, that remains a key distinguishing characteristic of the service, especially as other OTT providers attempt to compete with high-quality original shows of their own.”