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Hey, {{first_name | product-preneur}}!
Netflix made $45.2 billion by removing one decision.
Most founders think users leave because they're not convinced. That's rarely true. They leave because your product pauses and asks a question their brain doesn't want to answer.
It's midnight. Your eyeballs are rotting out of their sockets. Netflix asks, "Do you want to continue watching?" Except they don't wait for your answer. The next episode is already loading.
Why it matters: Every time your product stops and waits for a user to click "continue," you're asking them to decide. And deciding is where people leave. Not because they don't want the value. Because stopping is easier than choosing.
Netflix didn't add a feature to fix this. They removed the moment where you might leave. Here's how they did it, and why it works on your users too.
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The Default Trap
Your brain hates making decisions under stress. So when Netflix reduces the cognitive load so much that the default option is "watch more," 90% of people watch more.
Here's the pattern: when the default action requires no effort, most users take it. When stopping requires effort, they don't.
Netflix doesn't convince you to keep watching. It makes continuing the path of least resistance. Autoplay isn't a feature. It's a decision remover.
The proof is in the numbers. When autoplay is disabled, users watch about 18 minutes less per day. By making "continue watching" automatic, Netflix keeps 325 million subscribers glued for an extra 5.85 billion minutes of watch time. Daily.
They didn't ask permission. They assumed momentum.