A growing addiction to short-form online videos is literally changing the way our brains work, according to new research published in the journal NeuroImage and highlighted in a recent Forbes analysis. As bite-sized, attention-grabbing content becomes the norm across platforms such as TikTok, Instagram Reels, and YouTube Shorts, psychologists and neuroscientists warn that the trend has significant implications for cognitive health—particularly among Thai youth and young adults who are some of the most avid users of these platforms in Southeast Asia.
The research comes at a time when Thailand, like much of the world, is experiencing a dramatic shift in digital media consumption. From cooking tutorials to news updates, virtually every genre of content is racing to be shorter, punchier, and more addictive, competing for the elusive attention span of the modern user. This phenomenon is so pronounced that “brain rot,” a term coined by Gen Z to describe the mind-numbing state brought on by endless scrolling, was crowned Oxford University Press’s Word of the Year in 2024 (source).
But beyond cultural trends, researchers and psychologists are delving into the biological impacts of this new media landscape. The NeuroImage study employed behavioral analysis, brain imaging, and computational modeling to understand how excessive consumption of short videos can alter psychological and neurological processes. Two alterations in particular stand out: dulled sensitivity to consequences and slowed cognitive processing.
Why does this matter for Thai readers? Thailand ranked among the world’s top countries for TikTok downloads in 2023, with its Ministry of Digital Economy and Society sounding alarms about screen overuse among teenagers (Statista TikTok Data). Parents, educators, and even policymakers have raised concerns about students’ declining attention spans and increased impulsivity—topics that this new research directly addresses.
One of the key findings from the NeuroImage study is that addiction to short-form videos diminishes what psychologists call “loss aversion”—the tendency to weigh potential losses more heavily than equivalent gains before making decisions. This mental filter typically protects individuals from making risky choices. The research showed that individuals with high symptoms of short-video addiction actually displayed notably lower loss aversion, as measured both through behavioral tests and brain imaging. Specifically, these individuals exhibited lower neural activity in the precuneus, a region involved in self-reflection, consequence analysis, and risk assessment. In practical terms, this means more impulsive, reward-seeking decisions, often with little regard for the potential downsides—a change that could lead to real-world repercussions, from reckless spending to risky behaviors.
A clinical psychologist interviewed for the Forbes report clarified: “If your brain no longer flags potential losses as important, your decision-making starts favoring short-term rewards over long-term good judgment. This is precisely what we are observing in heavy users of short-video platforms.” (Forbes)
The second major effect the study documented is a tangible slowdown in cognitive processing. Researchers used a mathematical tool called the Drift Diffusion Model to track the “drift rate,” or the speed at which the brain gathers and evaluates evidence before making a decision. Participants who reported high engagement with short videos had a much lower drift rate, indicating slower data gathering, increased mental fatigue, and difficulty focusing—even on routine tasks. Once again, this was linked to reduced activity in the precuneus. For many Thais, especially students balancing study with digital distractions, this could translate into slower problem-solving, difficulty sustaining attention during lessons, and a greater sense of cognitive “fog.”
The findings are particularly relevant in a Thai cultural context where mobile device usage is nearly universal among young people. The National Statistical Office of Thailand reported in 2024 that over 95% of Thai high school students possess a smartphone, and nearly 70% use social media as their primary source of information and entertainment. Educators have noticed an increasing need to adjust lesson structures to limit distractions and re-engage students who are accustomed to rapid-switching attention (NSO Thailand).
In the words of a senior official in the Ministry of Education, “We have to ask if the proliferation of short video content is helping or hurting our ability to produce thoughtful, well-rounded citizens. The connection between screen habits and cognitive skills is now impossible to ignore.”
This new research also resonates with traditions in Thai culture that value mindfulness, self-reflection, and periods of quiet. Buddhist practices encourage patience, presence, and considered action—qualities seemingly at odds with the dopamine-chasing mechanics of most social media feeds. The rapid, reward-driven structure of these platforms may inadvertently erode the very skills historically nurtured by Thai customs.
Concerns about technology’s impact aren’t new, but the prominence of short video content poses unique challenges. Experts caution that brain adaptations caused by relentless exposure to rapid-fire content may not simply reverse once a person “unplugs.” Long-term neural changes, especially in adolescents and young adults, could influence everything from academic achievement to impulse control in daily life.
So what can be done? First, the study’s authors urge readers not to vilify technology entirely, but to cultivate mindful, intentional engagement with digital tools. The advice is practical: before reaching for the phone, pause to consider the motivation—am I seeking inspiration, connection, or just escaping from a moment of boredom? Schedule deliberate screen-free intervals throughout the day, even if only five to ten minutes at a time, to allow the mind to wander and “reset.”
Thai mental health professionals are starting to recommend similar strategies. “Allowing yourself to be bored is a surprisingly powerful way to restore focus and creativity,” said a Bangkok-based clinical psychologist. Taking a walk without a device, meditating, or even quietly observing nature can help rebalance overstimulated minds and restore the reflective processes cultivated by the precuneus. Schools are also experimenting with “digital detox” periods and encouraging students to practice mindfulness, both in and out of the classroom.
These approaches dovetail with the study’s recommendation to embrace “meaningless time”—periods when the mind is not occupied with directed thought or digital distraction. Such intervals foster creativity, problem-solving, and deep thinking, which are essential for success in both educational and professional settings.
If Thailand is to leverage the many benefits of digital connectivity while safeguarding the cognitive health of its people, public awareness and parental guidance are critical. Simply banning short-video platforms is unlikely to succeed, given their ubiquity and appeal. Instead, a broader cultural shift towards mindful consumption, digital literacy education, and policies that support healthy technology use are needed.
Looking ahead, researchers are calling for increased attention to the long-term neurological effects of digital media on children and adolescents. Longitudinal studies in Thailand could shed light on how these trends are evolving, and help develop evidence-based interventions suited to the local context.
For Thai readers, then, the practical takeaway is clear: cultivate moments of intentional screen-free time, encourage boredom as a source of creativity, and question the impulse to seek constant stimulation from digital devices. Doing so may not only safeguard your cognitive health, but also preserve the uniquely Thai capacity for self-reflection and mindful action in an increasingly digital world.
For more on this topic, read the original analysis on Forbes: 2 Ways ‘Short-Video Addiction’ Changes Your Brain, By A Psychologist.