In the age of short attention spans, it may surprise you that YouTube is still the second most searched website behind Google. Each month, YouTube welcomes about 2.7 billion active users and generates 111 million new videos. (1) It should come as no surprise that YouTube also tops the earnings charts, generating upwards of $30 billion (about $92 per person in the US) in ad-revenue. (2) YouTube is clearly in no danger of being wiped off the map within the next several years, but several red flags have arisen that could signal the impending decay of YouTube.

2018 birthed the ever popular “Short Format” video method when Musical.ly merged with TikTok. TikTok then exploded in popularity and now this format has consumed all major social media outlets. Instagram created “Reels”, Snapchat created “Discover”, and YouTube created “Shorts.” Avoiding the appropriately named “doom scroll” has become increasingly difficult as these dopamine packed rabbit holes are now dangled right in front of your eyes for consumption. For crying out loud, even the Amazon app has a short format service. Really?
Yes, really. In fact, 2022 was the first year where TikTok surpassed YouTube in average per-person watch time. In 2024, people will spend an average of 10 minutes more time on TikTok than YouTube, per day. (3) TikTok is also set to overtake YouTube in ad-revenue, adding to the checklist of items that TikTok needs to claim its imminent crown. It will also do this with only half as many active users as YouTube, an impressive feat.

So, why exactly is TikTok, and more specifically the short format video, growing so fast? Unfortunately, one of the key ingredients in this successful formula lies in addiction. Since 2000, the average human attention span has been reduced by 25%. Conveniently, this number happens to be 8.25 seconds, a perfectly suitable length for a short format video. (4) Don’t like what’s on screen? Scroll to the next one. Then do it again, and again. Then do it some more. In fact, the term “Doomscrolling” was coined to define the endless scrolling trap that one can find themselves in without discipline.

Next time you find yourself in a doom scroll, ask yourself about the contents of three videos prior to the one you are watching. You will almost certainly have no idea. And that’s the scary part. Endless scrolling reduces your memory to mere seconds, leaving you as useful as unseasoned steamed broccoli. Given how addictive scrolling is, should it be any wonder why people prefer an 8 second video over a drawn out 20 minute one? The answer, unfortunately, seems obvious.
It’s an unfortunate reality that short format video is not only staying around but will likely continue to grow further and further. This is not to say that this format is inherently dangerous, but rather how we consume it may be. In fact, for advertisers or news organizations, short format videos can be a godsend. Regardless of the sheer size of YouTube, there is little denying that TikTok and Instagram pose a growing threat to the former video monopoly. Scroll safely, and remember that preserving video lies in the discipline of the consumer and the choices consumers make.