Addictive Tendencies and Behavioural Impacts of Short-Form Video Consumption Among Smartphone Users
DOI:
https://doi.org/10.64252/2v026w95Keywords:
Short-Form Videos, Instagram Reels, Smartphone Addiction, Digital Behaviour, Emotional Regulation, Media ConsumptionAbstract
Objective: This study examines the behavioural and cognitive effects of short-form video consumption (Instagram Reels, TikTok, YouTube Shorts) among individuals aged 18–55, with a focus on emotional regulation, productivity, and addictive patterns.
Methods: A quantitative, cross-sectional survey was conducted with 160 participants using a structured questionnaire. Data were analyzed with descriptive and inferential statistics, including correlation, t-tests, and ANOVA.
Results: Most participants (72.5%) were aged 17–22, with females representing 57.5%. Emotional states improved post-viewing, with happiness rising from 24.4% to 34.4% (p < 0.05). However, excessive viewing significantly correlated with decreased productivity (t = 2.70, p = 0.008) and impaired concentration. Entertainment and boredom relief were strong predictors of prolonged viewing (F = 6.87, p = 0.002).
Conclusion: Short-form video platforms provide immediate emotional gratification but carry risks of addiction, reduced focus, and sleep disturbances. Media literacy initiatives and digital well-being tools are recommended to mitigate harmful effects.
