#12 Convenience or Manipulation: Play Next and Autoplay
It's 11 p.m. I really ought to go to sleep. Play next? 5, 4, 3, 2, 1… Ok… Just one more.
Have you ever binge-watched shows too late because of the "Play Next" feature? I know I have. Convenient? Definitely. Manipulative? Without a doubt. Problematic? Maybe, but it's not always easy to see when you cross the line.
Deceptive patterns are design tactics that manipulate users into making decisions that benefit companies rather than themselves. These patterns have become more sophisticated with AI capabilities, exploiting users' habits and behaviors. A few weeks ago, I hosted an Ambition Empower workshop on "Evaluating and Mitigating Harms in AI Interface Design" with Pontus Wärnestål, and one of his examples stuck with me: autoplay features on streaming platforms.
On the surface, the "Play Next" feature appears designed purely for user convenience, almost like a natural progression from the invention of the remote control. But when does convenience move from something good to something harmful?
Three Levels of Autoplay Deception
Streaming services employ a range of autoplay features, some more aggressive than others. Here are three levels of autoplay behaviors that illustrate where convenience might cross the line into manipulation:
- Play Next (Manual): Once upon a time, this feature was relatively benign. At the end of an episode, you'd be prompted with a button to manually choose whether to continue or stop. It encouraged conscious decision-making, allowing the user to remain in control. Yet, this version is now largely extinct across major platforms.
- Play Next with Countdown: A more intrusive version of this feature automatically starts the next episode of the series you're watching after a brief countdown, often giving users little time to react. Netflix gives you just 5 seconds, Disney+ 15 seconds, and HBO Max 30 seconds to decide whether or not to keep watching. At this point, the platform is making assumptions about your preferences—assuming you want to continue—without requiring your conscious consent.
- Play Next to Start New Content: AI algorithms analyze your viewing history and behaviors to recommend—and even automatically start—new content once you've finished a clip, series, or movie. YouTube immediately plays suggested content, while Amazon Prime gives you 30 seconds before launching into its recommendation. At this point, the service is not just responding to your current activity but actively steering you toward more content, encouraging endless viewing.
While most services provide the option to disable autoplay, I don't think many users find it annoying enough to try to find the setting and turn it off.
When Does Convenience Become Manipulation?
At what point does a feature designed to enhance the user experience become a harmful, manipulative pattern? Is it the moment the next episode starts playing automatically? Or perhaps it's when the platform decides you should keep watching and begins to tailor content to your perceived interests?
Autoplay features may seem harmless, but they exploit a psychological vulnerability: our tendency to follow the path of least resistance. The designer knows that once the next episode is rolling, most people won't reach for the remote to turn it off—especially after a long day when energy levels are low and self-control is weakened. This subtle manipulation takes advantage of human psychology and creates habits that benefit the platform's bottom line, not necessarily the user's well-being.
A Net Positive for Business and Users?
There's no question that Play Next with Autoplay is good for streaming platforms. Higher engagement means more ad revenue, higher retention rates, and increased subscription renewals. In fact, I bet this feature makes much more revenue than the 300 million dollar button that Jared Spool once wrote about. So, great, but... is it also a win for users?
The stakes are higher than just losing a bit of sleep. Extended screen time and prolonged inactivity can lead to a whole range of mental and physical health issues (e.g., anxiety, depression, loneliness, cardiovascular disease, and obesity), and these seemingly convenient features may amplify those risks.
The implementation of the Play Next button is such a tiny detail, and perhaps that's why I like the example. As decision-makers, product creators, and digital service developers, we face a delicate balance.
So, the next time you find yourself letting the Play Next countdown tick away, consider this: Are you still in control, or is the platform controlling you? And what about the solutions you help create? Are you treating your users with the respect they deserve?