Viewer comments on virtual experience of autism – 360° video and themes of reactions

Purpose Immersive video has previously been found helpful in developing empathy and understanding in a variety of areas (Barreda-Ángeles et al., 2021; Buchman and Henderson, 2019). In 2017, The Guardian released The Party, an immersive 360° YouTube video simulating a teenager with Autism Spectrum Disorders (ASD) experience at a surprise birthday party (Bregman et al., 2017). The video provides viewers the opportunity to see through the eyes of a female teenager with ASD. This study aims to examine the patterns of viewer reactions. Design/methodology/approach This study uses a thematic analysis (TA) to help understand how viewers reacted to and processed the video by evaluating top-level viewer comments as of March 2024, inductively looking for key themes. Findings The authors found many users identified as autistic, and viewers largely either related to the video or felt empathy or understanding after watching. Some are related to the video in a diagnostic way. Research limitations/implications One of this study’s limitations is its focus on top-level comments. Further research might unpack conversations generated by such a video experience. Another direction future research might take is talking directly with viewers about their experience with the video, perhaps incorporating a pre- and post-exposure discussion of autism and empathy. Practical implications Immersive video seems to accomplish the goals of cultivating empathy, and it may prompt clinically undiagnosed viewers with ASD characteristics to consider their potential of being on the autism spectrum. Originality/value This study examines how viewers react to immersive video simulating the experience of someone with ASD.