Autoplay, the feature that automatically plays the next episode or movie without user input, is now a common part of streaming platforms like Netflix.
While it seems like a convenient tool, a new study from the University of Chicago suggests that autoplay may be influencing how much time we spend watching—and not always in a good way.
How autoplay affects viewing time
Researchers wanted to understand how turning off autoplay changes people’s viewing habits.
They studied 76 Netflix users who regularly watch the platform. Half of them turned off autoplay, while the other half left it on.
By analyzing their viewing habits, the researchers found that those who turned autoplay off spent significantly less time watching Netflix.
The reason?
Without autoplay, people took longer breaks between episodes. They became more aware of how much they were watching and made more deliberate choices about whether to continue. On average, turning off autoplay reduced Netflix session times by about 18 minutes per session. This extra friction encouraged viewers to think before moving on to the next episode.
One participant shared, “It made me realize how many episodes I was watching. Before, I didn’t really notice, but now I had to actively start each one, so I paid more attention.”
The downsides of autoplay
Netflix promotes autoplay as a way to keep users engaged with their favorite content. However, the study suggests that this feature may lead people to lose track of time, watch more than they originally intended, and even develop unhealthy viewing habits like staying up too late or binge-watching when they didn’t plan to.
This type of design is sometimes referred to as a “dark pattern”—a digital trick that encourages users to make choices they might not have made otherwise. Autoplay minimizes friction, making it easier to stay on Netflix for longer periods without realizing it.
“Dark patterns are design strategies that push users into decisions that may not be in their best interest,” explained lead researcher Brennan Schaffner. “Autoplay is a subtle way of keeping users engaged longer than they may have planned.”
Should you turn off autoplay?
When asked if they would keep autoplay off after the study, participants were divided. About half said they would turn it back on because it made watching easier, especially when they were relaxing. One participant said, “I like autoplay because I don’t have to move out of bed to play the next episode.”
However, about one-third of participants decided to keep autoplay off after realizing how much more control they had over their viewing time.
What can streaming platforms do?
The study suggests that platforms like Netflix could offer more customized autoplay settings. For example, instead of autoplaying every episode, users could choose how many episodes should play before asking if they want to continue. Another idea is to provide longer countdown times before autoplay starts, giving viewers more time to decide.
This is especially important for children, as autoplay can lead them to watch content they didn’t intentionally choose. Regulators, such as the Federal Trade Commission (FTC) and the European Union’s GDPR, are increasingly looking at how streaming platforms influence user behavior and whether changes are needed to protect viewers.
“This study is one of the first to measure the effects of autoplay on watching behavior,” said senior researcher Assoc. Prof. Marshini Chetty. “We need more research to help designers and regulators create better consumer protections.”
The bottom line
Autoplay might make binge-watching easier, but it also takes away some control over your viewing habits.
If you often find yourself watching more than you intended, turning off autoplay might help you make more mindful choices about your screen time.
