PhotoWhen it comes to pressing social issues, this is probably not anywhere close to the top of the list. It might not even be on the list.

Netflix has released a new study showing 48% of the couples who are members have admitted to “cheating” on their significant other. Not sexual infidelity, mind you. They've cheated by binge-watching future episodes of a show the couple had agreed to watch together.

Netflix highlighted the “problem” in a 2014 advertising campaign, below.

The commercial was the result of a 2013 Netflix study that first identified the phenomenon of one partner watching ahead without telling the other. Since then, Netflix says the practice has increased 300% and is now a common thing among couples sharing a Netflix account.

The urge to cheat

“The urge to cheat starts slow, and before you know it the rush to watch ahead is too irresistible – the white lies and excuses become part of the game,” Netflix said in a press release. “This behavior only continues to grow with 63% of American cheaters admitting they'd cheat more if they knew they'd get away with it.”

The company says binge-watching makes cheating more prevalent because it's easy to say “just one more.”

“We're human, the more attractive the show - the more the eye will stray,” the company said.

Netflix says its survey shows the U.S. doesn't have the most cheaters. That honor goes to Brazil, followed closely by Mexico.

What about the country where couples are most likely to honor their vow to only watch together? According to Netflix, the Netherlands has the most loyal viewing couples, followed by Germany and Poland.

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