Netflix’s content discovery flow is a masterclass in behavioural psychology, engineered to keep users engaged with minimal friction. Each screen subtly leverages biases that drive rewatching, reduce abandonment, and personalise perceived relevance. From unfinished series triggering the Zeigarnik effect, to trending content tapping into social proof, the platform uses repetition, visual hierarchy, and cognitive shortcuts to maintain momentum. Yet while effective, this approach often narrows user exposure, reinforcing known patterns at the cost of fresh discovery.