Digitaltveurope.com

Netflix is testing a payment method on iOS devices aimed at cutting Apple’s iTunes out of the loop in 33 countries, according to press reports.

According to TechCrunch, the subscription video-on-demand giant is redirecting new and lapsed subscribers launching the Netflix app on an iOS device away from iTunes to a mobile web version of its service to make payments direct to Netflix.

A Netflix customer support operative contacted by the technology news website told it that the test had been running from June, initially in 10 countries, expanding to 33 in August, with the trial set to run until the end of September.

In May, Netflix stopped new or rejoining customers signing up to the service via Google Play, signaling a move towards direct billing.

Apple currently takes a 30% share of the first year of a Netflix subscription via iTunes, reducing to 15% in subsequent years.

Netflix’s experiment with direct billing on Apple devices was initially reported by the NDTV Gadgets 360° website in India, one of the markets in which the SVOD outfit has made the change.

Netflix has made a number of changes to its service, including recently starting to test adverts for shows between episodes.