Entertainment journalist Scott Renshaw chided Netflix, saying the company "should be ashamed" of the pop up prompt.
In a post on reddit discussing the scene replay feature, one user who saw it while watching the Netflix original Dumplin' complained that it diminished the story telling.
"Why does Netflix insist on devaluing film," they wrote. "This bothers me Netflix is such a giant anchor in the future of film culture."
Other reddit users replied with their location and the device they were using when they saw the replay feature, which appears to have just been tested on North American viewers.
"I can say it is irritating and devalues the content," said one.
"I hope this isn't a permanent thing because it's distracting and obnoxious. If I want to see something again, I'll rewind it myself...I don't need a prompt," said another.
One reddit user said "it doesn't bother me that much" but others complained that it disrupted the viewing experience.
"Really messed up my immersion. So far it's happened right after two intense scenes. Really took me out of the moment," they wrote.
Netflix confirmed to the Los Angeles Times that the company was testing the feature but said it hadn't made any decision whether it would roll out the capability more widely.
"We're trying out a feature which gives Netflix members the ability to rewatch favourite scenes and memorable moments with the click of a button," a company spokesperson said.
"Right now we're just looking to learn from it and may or may not roll it out more broadly in the future."
If you're not a fan of change, or don't want to be used a guinea pig, Netflix let's you opt out of potential user testing. You can do that on your Netflix account here.