For Netflix addicts with limited mobile data plans, the service has one major drawback: no offline viewing mode.
Wouldn’t it be so much easier if you could pre-download shows and then watch them on the go?
It’s an argument Netflix has previously resisted, without ever going so far as to completely rule out an offline feature.
Execs argue that the proliferation of WiFi hotspots means users never need wait long for their next binge.
But now the firm seems to be softening its stance.
In an interview with CNBC, chief content officer Ted Sarandos said it is considering developing an offline mode, but there’s a catch.
The feature would be aimed at customers in emerging territories where poor WiFi speeds have led to a downloading culture.
Sarandos said: “We still think for the developed world our thesis has been true but I think as we get into more and more (of the) undeveloped world and developing countries that we want to find alternatives for people to use Netflix easily.”
He added that the company was currently looking at the feature, but didn’t give a timescale for when it might be rolled out.
Nor did he comment on whether it might eventually make its way into UK or US Netflix accounts.
Netflix was introduced in 130 new countries simultaneously earlier this year.
Amazon Prime Video, BBC iPlayer and Sky Go, three of Netflix’s major rivals, already have offline modes.