Abstract
<p>The proliferation of on-demand streaming services has fundamentally transformed domestic media consumption, shifting viewing from a deliberate, episodic activity toward a continuous, algorithmically mediated experience. This study investigates the impact of default autoplay features on audience engagement and narrative retention through qualitative interviews with 42 participants aged 18–45 across diverse urban settings. We propose the notion of algorithmic inertia: the psychological and behavioral state wherein users surrender cognitive agency to automated platform defaults, leading to a passive consumption loop that prioritizes uninterrupted flow over active narrative synthesis. Our findings suggest that while autoplay aims to maximize platform retention, it paradoxically erodes the viewer's capacity for critical reflection and deep narrative comprehension. The data indicate that autoplay induces a state of heightened distraction, fosters an illusion of choice, transforms documentary viewing into a background activity, and diminishes long-term memory of complex narrative arcs. These results underscore the urgent need for platform design reforms that prioritize user autonomy and cognitive well-being over the metrics of continuous engagement.</p>