Remember when ‘frictionless’ Facebook auto-sharing from digital entertainment services was the next big thing, in 2011? Many people continue to happily share everything they play and watch, and there are new startups (Soundwave for example) that rely on this behaviour. Yet for others, the novelty quickly palled, with people wondering whether more considered, deliberate sharing was actually more meaningful. In 2013, online TV and films service Hulu appears to have reached that conclusion too. “At this time, we will be removing the ability to auto-share videos that you’ve watched to your Facebook feed,” it explained to users yesterday in a post on its help site. “After observing how our viewers have used this feature, feedback indicated that people prefer the experience of expressly sharing content, and that’s the direction we’re moving in now.” Users can still share videos by clicking on a Facebook button that appears below them, so it’s just the automated element that’s been turned off.

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