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The Psychology Netflix Uses - Addicting You with the Zeigarnik Effect

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"Just one more episode..." and suddenly it's 3 AM. The reason Netflix, YouTube, and Instagram won't let you go is simple: they've weaponized the Zeigarnik Effect.

First, read: What is the Zeigarnik Effect?

Netflix's 5 Addiction Strategies​

1. Cliffhanger (Ending at the Climax)​

The Magic of Drama Structure

Traditional TV vs Netflix

  • Traditional TV: One episode completes → Easy to stop
  • Netflix: Ends at the climax → "I need to watch the next episode!"

Real Case: Squid Game

  • End of Episode 1: "What's the next game?"
  • End of Episode 2: "Who will betray?"
  • Powerful sense of incompleteness in every episode

Effects

  • 80% of viewers continue watching
  • Average 3-5 consecutive episodes
  • 90% failure rate of "just one episode"

2. Autoplay (10-Second Countdown)​

No Chance to Stop

Psychological Principle

  • 10 seconds is too short to decide
  • Watch out of laziness
  • Default Effect: Psychology of following the default

Effects in Numbers

  • Autoplay OFF: Average 1.5 episodes watched
  • Autoplay ON: Average 3.2 episodes watched
  • Viewing time increases by 113%

Why is it effective?

  • Already sitting on the couch
  • Lazy to find the remote
  • "Just a little more..."

3. Full Season Release​

Inducing Binge-Watching

Traditional Method

  • Weekly broadcast
  • Wait a week
  • Anticipation ↑, but can return to daily life

Netflix Method

  • Release entire season at once
  • "I can watch the next episode right away!"
  • No reason to stop

Results

  • 61% of users experience binge-watching
  • Average completion time: 2-3 days
  • Decreased sleep time: Average 1.5 hours

4. Saving Viewing Progress​

The Power of "80% Watched"

Visualization of Incompleteness

  • "Watching" mark on profile
  • Progress bar: "Just 20% more!"
  • Stimulates desire to complete

Progress Bar Psychology

  • 85% chance of finishing if more than 50% watched
  • "Almost done, should I stop?" → Continue watching
  • Pursuing satisfaction of completion

5. Algorithmic Recommendations​

Next Bait Right After Ending

After Watching

  • "You might like this too"
  • Presenting new incompleteness
  • Infinite loop

Recommendation Accuracy

  • Over 80% click-through rate
  • Already knows your taste
  • Irresistible choices

YouTube's Addiction Strategies​

1. Autoplay​

Same Principle as Netflix

  • Next video in 5 seconds after current video ends
  • Continues if not turned off
  • "Since I've already started watching..."

2. Recommendation Algorithm​

Temptation Beside You

  • Recommended videos continue to tempt
  • Related videos = Unfinished curiosity
  • Hard to resist clicking

3. Shorts​

Magic of Infinite Scroll

  • 60-second short videos
  • Next video with just a swipe
  • No end
  • "One more" repeated infinitely

Instagram/TikTok Strategies​

1. Infinite Scroll​

Endless Feed

  • No last page
  • Continuously new content
  • Unsure when to stop

Zeigarnik Effect Exploitation

  • "Next post might be more interesting"
  • Unfinished exploration
  • No satisfying end

2. Stories (24-Hour Limit)​

FOMO (Fear of Missing Out)

  • "If I don't see now, it'll disappear"
  • Urgency + Incompleteness
  • Desire to check all friends' stories

3. Notifications​

Unread Messages

  • Red dot (Badge)
  • "Something unread"
  • Bothers until checked

Game Addiction Strategies​

1. Level-Up System​

Almost There

  • "Just 5% to level up..."
  • Experience bar (Progress Bar)
  • Feels wasteful to quit

2. Daily Quests​

Uncomfortable If Not Completed

  • "Today's Mission" incomplete
  • Don't want to miss rewards
  • Induces daily login

3. Season Pass​

Time Limit + Incompleteness

  • "Before the season ends..."
  • Must get what you paid for
  • Forced participation

How to Resist​

1. Turn Off Autoplay​

Netflix

  • Settings → Disable Autoplay
  • Conscious decision for each episode

YouTube

  • Settings → Autoplay OFF
  • Watch only one video

2. Block Notifications​

Remove Unnecessary Tension

  • Turn off SNS notifications
  • Hide red dots
  • Regain control

3. Set Viewing Time​

Create Your Own Boundaries

  • "Just 2 episodes"
  • Set timer (phone alarm)
  • Don't watch in bed

4. Intentionally Set Stopping Points​

Reverse Zeigarnik Effect

  • Stop at uninteresting parts
  • Find a satisfaction point
  • Don't stop at the climax

Corporate Perspective: Why Do They Design It This Way?​

Business Model​

Viewing Time = Money

  • Netflix: Maintain subscription (prevent cancellation)
  • YouTube: Ad exposure time
  • Instagram: Ad revenue

Value in Numbers

  • When a user watches 1 hour more
  • Netflix: 30% increase in subscription retention
  • YouTube: $0.50 increase in ad revenue

Ethical Issues​

Addiction Design?

  • Intentional addiction induction
  • User well-being vs. Revenue
  • Violation of autonomy

Counter-Arguments

  • "Choice is up to the user"
  • "Just providing good content"
  • "Not forced"

Learn More​

Conclusion​

Netflix and SNS have precisely weaponized the Zeigarnik Effect. They know your brain dislikes incompleteness and deliberately create incomplete states.

Core Strategies

  1. End at the climax (Cliffhanger)
  2. Autoplay (Removing choice)
  3. Progress bar (Visualized incompleteness)
  4. Infinite scroll (Endless incompleteness)
  5. Notifications (Tension of unread)

Countermeasures

  • Turn off autoplay
  • Set viewing time limits
  • Block notifications
  • Conscious choices

"If you know how they steal your time, you can take it back."

Technology is not neutral. But if you understand it, you can control it!