Autoplay features on streaming platforms, such as Netflix, are under scrutiny in a new study by researchers from the University of Chicago's Department of Computer Science. The research examines the unintended consequences of autoplay and its impact on user behavior and decision-making.
Scheduled for publication at the Conference on Computer-Supported Cooperative Work and Computing later this year, the study investigates how disabling autoplay affects user autonomy. It suggests that while autoplay minimizes friction for viewers, it may also reduce their ability to make conscious viewing choices.
Lead author Brennan Schaffner noted, “Platforms like Netflix try to minimize friction so that opportunities for consumers to deviate from the activity in which they are passively engaged are few and far between.” The study involved 76 participants who were divided into two groups: one with autoplay disabled and another with it enabled. Results showed those without autoplay spent less time watching, taking more pauses between episodes to consider their choices.
A participant remarked, “It did make me realize how many episodes I was watching… I didn’t pay attention to it as much before.”
The research raises concerns about potential negative behaviors resulting from extended viewing sessions facilitated by autoplay. Previous studies have labeled such features as "dark patterns," which subtly manipulate users' decisions.
Schaffner explained, “The concept of ‘dark patterns’ refers to a family of related digital design choices that undermine a user’s ability to make decisions in their best interest.”
The study found mixed reactions among participants regarding whether they would reinstate autoplay. About half preferred its convenience despite acknowledging its drawbacks. Others appreciated the reflection time afforded by disabling it.
Assoc. Prof. Marshini Chetty highlighted the broader implications for streaming services: “This study is one of the first to isolate and measure the impact of one attention-capture dark pattern—that is, autoplay—and its effects on watching behaviors.” Chetty emphasized the need for further research into online manipulation and consumer protection measures.
In light of these findings, there is a call for platforms like Netflix to reconsider their use of autoplay features and offer users more control over them. Such changes could be significant given ethical considerations and regulatory pressures from bodies like the FTC and GDPR.
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