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.

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.