UChicago researchers uncover stealthy impact of Netflix autoplay

Researchers from the University of Chicago’s Computer Science Department recently delved into the world of streaming and the impact of autoplay features on platforms like Netflix. Autoplay, the handy function that seamlessly leads viewers from one episode to the next, has become a mainstay of streaming services. But have you ever considered the hidden costs of this convenience?

A study by the University of Chicago team, slated for publication at an upcoming conference, brings attention to how leaving autoplay on could be shaping our viewing habits without us even realizing it. Lead researcher Brennan Schaffner noted that features like Netflix’s 5-second autoplay countdown limit users’ opportunities to pause and reflect on their choices.

To investigate further, the researchers enlisted 76 Netflix users who were already frequent watchers. They split the group in two: one half disabled autoplay, while the other kept it on. The results were eye-opening. Participants who turned off autoplay spent significantly less time binge-watching Netflix, taking longer breaks between episodes to think about what they were watching.

One Netflix viewer shared their experience, saying, “It did make me realize how many episodes I was watching… I didn’t pay attention to it as much before. Now I was like… ‘oh ok I had to do this 3 times so this is the 3rd episode.'”

While autoplay is typically praised for its user-friendly nature, this research suggests that it may come at a cost. By removing obstacles to continuous viewing, autoplay could lead users to watch more content than intended, potentially resulting in disrupted sleep patterns or other unhealthy habits.

The study also shed light on the concept of “dark patterns” in design, where features like autoplay subtly guide users to make choices that may not be in their best interest. After turning off autoplay, participants were divided on whether they would switch it back on. For some, the convenience outweighed the benefits of reflective viewing, while others appreciated the chance to pause and decide if they wanted to continue.

With the growing concerns around user manipulation and autonomy, platforms like Netflix may need to rethink how autoplay is implemented. Providing users with more control over autoplay settings could help strike a balance between convenience and thoughtful engagement. For instance, giving users the option to customize the number of episodes autoplay queues up or extending the countdown before starting a new episode could offer a more tailored experience.

As the conversation around the impact of autoplay and similar design elements evolves, researchers emphasize the importance of protecting users—especially children—from features that might influence their behavior. By scrutinizing digital design choices and their effects on user well-being, we can ensure a more user-centric approach to streaming platforms and beyond.