Dark Patterns auf Subscription-Video-on-Demand-Plattformen

Abstract

This Bachelor thesis examines the phenomenon of dark patterns on subscription video-ondemand (SVoD) platforms, focusing on the identification and classification of these manipulative design practices. In an era where digital media content plays a central role in daily life, user behavior has significantly changed, prompting platforms to employ techniques often not in the best interests of users. Dark patterns, defined as design strategies that entice users to act against their own interests, are increasingly scrutinized as they can undermine decision-making autonomy. A comprehensive analysis of the user interfaces from the leading nine SVoD providers in the German-speaking region – Netflix, Amazon Prime Video, Disney+, Apple TV+, DAZN, YouTube Premium, Sky X, WOW, and RTL+ – demonstrated that dark patterns are present in all phases of the customer journey, from initial research on the homepage to subscription cancellations. The analysis identified a total of 57 dark pattern UX elements used in various combinations across the platforms. Amazon Prime Video, the most popular platform in the German-speaking region, exhibited the highest number of dark patterns. The findings of this thesis underscore the need for regulatory authorities to review and hold platforms accountable for violating guidelines. Companies are urged to critically reflect on their design practices and implement ethical guidelines. Consumers, in turn, should be educated about the existence and mechanisms of dark patterns to enable informed decisionmaking in the digital space. This thesis contributes to the current discussion on dark patterns and provides practical approaches for authorities, businesses, and consumers to mitigate the long-term impacts of these practices and raise awareness for ethical design.

Date of Award	2024
Original language	German (Austria)
Supervisor	David Kitzmüller (Supervisor)