Autoplay minimises “friction,” making it easier for viewers to binge-watch without realising it
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A new study from the University of Chicago reveals how Netflix’s autoplay feature subtly influences user behaviour. Researchers found that turning off autoplay led to an 18-minute reduction in viewing time per session, as users took longer breaks and reflected more on their watching choices.
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Autoplay minimises “friction,” making it easier for viewers to binge-watch without realising it. Researchers noted that the five-second countdown between episodes gives users little time to reconsider watching decisions. Some participants reported feeling more in control of their viewing, while others preferred autoplay for its convenience.
The study, set to be presented at the Conference on Computer-Supported Cooperative Work and Computing, raises ethical concerns about autoplay’s role in digital engagement. Researchers suggest streaming platforms offer better controls to balance convenience with user autonomy, especially for children. As regulatory scrutiny over persuasive design grows, autoplay’s dark influence on media consumption remains a key area of debate. The study followed 76 participants who already reported moderate to heavy Netflix use.
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