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Streaming in the Dark: Analysing video streaming services for Dark Patterns: A user interface study
Jönköping University, School of Engineering, JTH, Department of Computer Science and Informatics.
Jönköping University, School of Engineering, JTH, Department of Computer Science and Informatics.
2024 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Dark patterns are user interface design strategies that benefit an online service by tricking users into making unintentional decisions. Dark patterns have been used to trick users into financial decisions that they did not intend to and disclosing personal information. They have been found in video games, social media platforms, mobile applications and shopping websites et cetera. Previous research in the aforementioned fields has attempted to tackle these problems. However, the video streaming sector remains understudied. To capture dark patterns in the video streaming sector, YouTube, Dailymotion, Disney+, Prime Video, and Netflix were investigated. A comparison between dark pattern applicability in free versus paid-for services and differences in their implementation between mobile and desktop was done. An inspection method was employed to evaluate and capture the dark patterns in the streaming services’ user interfaces. By using previously established literature on dark patterns, an instructional and informative protocol was created, which guided the research. Findings include that in total, these services contain 14 dark patterns. Both paid and free video streaming services contain dark patterns. On paid services, these patterns mainly centre around the subscription aspect of the service. Dark patterns are present on both desktop and mobile platforms, with mobile versions potentially being more invasive. Conclusions are that dark patterns are prevalent in the video streaming sector despite being technically illegal; they affect cookie preferences, subscription processes, and app usage. There are minimal differences in the frequency of dark patterns between paid and free services. We contribute with the identification of dark patterns in an understudied context, how monetization model and device type affect dark pattern manifestation, and a systematic method that proves effective for capturing and describing dark patterns.

Place, publisher, year, edition, pages
2024. , p. 88
Keywords [en]
dark patterns, deceptive patterns, user interface design, human-computer interaction, deceptive design, manipulative design, user experience design, design responsibility, unethical design
National Category
Information Systems
Identifiers
URN: urn:nbn:se:hj:diva-65196OAI: oai:DiVA.org:hj-65196DiVA, id: diva2:1874723
Subject / course
JTH, Informatics
Supervisors
Examiners
Available from: 2024-08-26 Created: 2024-06-20 Last updated: 2025-10-13Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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