In an effort to better understand its product — or, you know, to launch a viral-friendly ad campaign — Netflix is now studying “Netflix adultery,” a term coined right here on the Cut. In a study of 2000 American adults, 12 percent confessed to watching ahead on TV shows they were supposed to save to watch with their partners. Ten percent admitted to being the victim of Netflix adultery, which means either 2 percent are blissfully unaware of their partners’ indiscretions, or the cheaters are hitting multiple victims.

Of those who cheated, 66 percent did so “at home by themselves on the main TV.” A shocking 21 percent confessed to watching in bed while their significant other slept. (This is my modus operandi, and it is shameful.) Forty-one percent of cheaters refrained from revealing spoilers; 12 percent would rewatch and “fake it” in their reactions; 14 percent felt so guilty they confessed to cheating.

Seventy-seven percent of men ages 18 to 34 said they would cheat, whereas only 57 percent of women that age said they would. As for people actually in relationships (not all of the men and women were), 51 percent of committed adults said they had or would commit Netflix adultery, if the moment was right and Netflix was looking particularly foxy that night.

Ted Sarandos, Chief Content Officer at Netflix, accepts no blame: “Netflix continues to revolutionize entertainment by letting our members watch great content whenever and wherever they want, which seems to be leading to a cultural phenomenon of ‘stream cheating.’ With that said, Netflix can’t be held responsible for any trust issues, lovers’ spats, or marital troubles that arise from watching ahead of your partner. We also will not cover any therapy sessions. As always, we advise to Watch Responsibly.”