#Attentionspan

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.

Heavy use of short-form videos is reshaping how the brain processes information, according to new findings in NeuroImage. As TikTok, Instagram Reels, and YouTube Shorts dominate feeds, clinicians warn of cognitive and behavioral effects—particularly for Thai youth and young adults who are among Southeast Asia’s most active users.

Thailand mirrors a global trend toward ultra-brief content. From recipes to breaking news, creators race to grab attention with quick, engaging clips. The term “brain rot,” coined by Gen Z, gained academic attention after being named Oxford University Press’s Word of the Year for 2024. Researchers say constant scrolling can affect thinking, judgment, and daily functioning.

Attention is tightening its grip on daily life. In Thailand—and across Southeast Asia—digital use is surging, yet many people report they can’t sustain focus for more than a minute or two. New research suggests the decline is real but multifaceted, shaped by work habits as much as by smartphones. The story is evolving from a crisis narrative to practical strategies that fit Thai workplaces and communities.

Across decades, focus time on screens has shortened. Early research showed adults could maintain steady attention for roughly two and a half minutes; by 2012 that dropped to about 75 seconds. Modern assessments place the average around 47 seconds. These findings come from respected scholars at institutions like the University of California, Irvine, who have explored how digital ecosystems fragment our concentration. In Thailand, the picture mirrors these trends as offices stay perpetually “on” and notifications flood workers, a pattern intensified by the pandemic and the country’s rapid digital adoption.

More and more people are struggling with a shrinking attention span, often lamenting an inability to focus for even a few uninterrupted minutes. This concern is not just anecdotal, but backed by research showing that our ability to concentrate has declined sharply in the digital age. As society wrestles with the implications—especially for countries like Thailand, where digital consumption is booming—new evidence suggests that both the causes and remedies may be more nuanced than we realize.