Scientists study the hidden cost of Netflix's autoplay

Core Insights - A study from the University of Chicago reveals that turning off Netflix's autoplay feature results in participants watching an average of 18 minutes less per viewing session, highlighting the impact of autoplay on user behavior and consumption patterns [1][4][5] Group 1: Study Findings - The research involved 76 participants who were moderate to heavy Netflix users, with half turning off autoplay and the other half keeping it on, allowing for a comparison of viewing patterns [3][4] - Participants who disabled autoplay took longer between episodes, leading to more mindful viewing decisions [4][5] - The study suggests that autoplay may be a form of "dark pattern" design, subtly manipulating user behavior and prioritizing engagement over user well-being [7][10] Group 2: User Experience and Preferences - After experiencing the effects of turning off autoplay, about half of the participants expressed a desire to revert to autoplay for its convenience, while one-third preferred to keep it off for the additional time to reflect on their viewing choices [7][8] - The findings indicate a need for streaming platforms to reconsider how autoplay is integrated, potentially offering more user control over this feature [8][9] Group 3: Ethical and Regulatory Implications - The study raises concerns about the ethical implications of autoplay, especially regarding children's exposure to content that may encourage problematic usage [10][12] - With increasing regulatory scrutiny, there is a growing recognition of the need to protect users from features that may manipulate their behavior [11][12] - The research emphasizes the importance of quantifying online manipulation to enhance consumer protections and ensure that design choices do not have negative societal consequences [13]