They won't have anything happen. Streaming services plaster ads on movies and television shows that never had commercials. Live sporting events are often interrupted for commercials where there is no split screen option to keep seeing the live event. You click a link that says "movie clip" or "movie review" yet it's actually three unskippable ads, then a sponsorship read, and then the actual content that you wanted.
Just like you click a link that says "newspaper story" but then the link is a slideshow where every other slide is an advertisement, and there are banner ads, and audio ads, and sponsored content on both sidebars of the actual news story that you wanted to read. Things like clickbait and ad-bait are basically the normal way that web and media services are designed.