Subscription-based video streaming service Netflix has started testing adverts in select markets.

Some Netflix subscribers have reported seeing teasers for the company's original programming content such as Orange Is the New Black and House of Cards. A similar strategy is used by HBO, which promotes shows it produces to its own viewers.

Netflix is not currently selling advertising space to third-parties and, speaking to for the service.

"As of now, I have nothing new to share with you in regard to the use of our IPs for any TV shows or films, but I can at least confirm that the article in question is not based on correct information," said company president Satoru Iwata.