CBS may have discovered consumers don’t like to pay $5.99 for the company’s streaming service only to be inundated with just as many commercials as an over-the-air viewer encounters without having to pay a penny.

“We’re toying with the idea of a commercial free option and how we might roll that out to consumers,” Marc DeBevoise, president of CBS Interactive said Wednesday at the Television Critics Association summer press tour, reports Variety.

The monthly fee includes live streaming of the local CBS affiliate in some markets and a library of content — both old and new — owned or licensed by CBS. While some of the older shows are shown with few commercials, current season shows often contain a full commercial load. That appears to be turning viewers off, and the service is growing more slowly than its competitors.

DeBevoise told attendees CBS will try limiting the ad load on debuting original content that will be available exclusively through CBS All Access in the United States. A new version of “Big Brother” is the first new series, expected to start this fall. “Star Trek: Discovery” and a spinoff of “The Good Wife” will follow in 2017. CBS plans to cut ads by 25% for those shows, leaving paying streaming viewers with about 12 minutes of ads to watch per hour.

To draw attention to the streaming service, CBS will air the pilot episode of “Star Trek: Discovery” on the broadcast network, but episodes after that will be exclusively available online.

CBS is planning to introduce other streaming-exclusive series through All Access with four new shows for 2017 and more beyond that.

CBS wouldn’t say how much it might charge for ad-free viewing.