How does on-demand streaming technology promote binge-watching? An exploration and classification of streaming platform design features.

Binge-watching (i.e., watching multiple TV series episodes in one session) has rapidly become the new viewing standard now that on-demand viewing technology allows 24-hr access to almost unlimited content. There is increasing recognition, however, that dysregulated binge-watching can be harmful to viewers. No formal or specific investigation of the design features of streaming platforms has been performed despite this being critical to an understanding of the potential emergence and maintenance of problematic forms of binge-watching. To address this gap, we conducted an in-depth examination of seven popular streaming platforms (i.e., Netflix, Amazon Prime Video, Disney+, Apple TV+, Acorn TV, Crunchyroll, Peacock) by applying a descriptive and systematic auditing method to identify relevant technology design features that can promote binge-watching. From the results, we generated a list of 29 features that were then classified under the four phases of the hook model framework (i.e., trigger, action, variable reward, investment). From this conceptual background and the psychological concepts of the uses and effects of media, we discuss the implications of each category of design features in affecting viewers’ ability to exert control over the on-demand streaming of TV series. These results could inform potential interventions and strategies to mitigate problematic binge-watching behaviors.