Psychology Might Explain Your Netflix Paralysis

Spoiled For Choice: Netflix has been having a rough year. A look at its top shows found that audiences declined by 30% to 70% after their second seasons. Some of that comes down to cancellations and a shrinking content pipeline, of course. But part of it may also be connected to choice overload, which is what psychologists call the exhausting experience of facing an endless wall of options.

The Study: In 2000, researchers Sheena Iyengar and Mark Lepper set up a tasting booth at a grocery store. One day they displayed 24 flavors of jam. Another day, they displayed just six. More people stopped to sample the bigger selection, but customers who saw only six flavors were far more likely to make a purchase. The same pattern showed up when students were offered extra credit essay topics, where fewer options led to more completed assignments and better writing.

The Takeaway: Too many choices can make us freeze instead of act. So if you find yourself getting stuck scrolling quite often, pick two or three options ahead of time and choose between just those.

Keep in Mind: Choice isn’t always a bad thing. People with strong preferences or expertise often do fine with bigger selections.