How TikTok and short videos changed entertainment forever

From binge‑watching to binge‑scrolling

Short videos are everywhere. Here’s why we get hooked so fast and how this new kind of content is changing creators, brands, and the way we get our news in 2025.

Photo by Nadir

Do you remember when we had to wait a whole week for the next episode of a TV show? Or when a movie was only on at one fixed time? Today, entertainment lives inside our phones.

On TikTok, YouTube Shorts, and Instagram Reels, we scroll, laugh, learn new things, and react to other people in just a few seconds. This never‑ending feed is binge‑scrolling. For many of us, it has quietly replaced normal TV nights — or even some Netflix time.

How short videos took over

In only a few years, short videos have become one of the main things people watch, especially younger audiences. Traditional TV and long episodes have to compete with vertical clips that last 15 to 60 seconds and are always available.

Social platforms now capture a significant share of the video time that once went to TV or streaming — a shift confirmed by Deloitte’s Digital Media Trends research.

TikTok, YouTube Shorts, and Reels turned anyone with a smartphone into a potential creator. No studio, no big budget — just an idea and a bit of confidence to post. Dance challenges, quick recipes, “day in my life” vlogs, niche hobbies, and even breaking news now all exist in short form.

These apps do something else that TV never could. Their algorithms watch what you like, comment on, rewatch, and skip. After a while, your feed feels like a personal TV channel, built just for you, and always ready when you open the app.

Why we can’t stop scrolling?

Binge‑scrolling feels “normal”, but the design of these apps makes it very hard to stop.

Every swipe gives you a small surprise. One video is funny, the next is emotional, then boring so you skip, then suddenly very interesting again. This mix of rewards keeps your brain alert and curious. You think, “OK, just one more,” again and again.

You also don’t need to choose a full episode or movie. You open the app, and content starts immediately. Five minutes quickly become thirty, then an hour. The combination of fast, snackable content and personal recommendations — as digital marketing specialists at Appnova have noted — is precisely what makes short videos so hard to put down.

Studies now suggest that heavy use of short‑form video can be linked to problems with attention and self‑control, especially when people spend a lot of time in endless feeds. [Some research](https://psychopediajournals.com/index.php/ijiap/article/view/711 ​) even talks about “cognitive overload”: our brains get used to constant stimulation and find it harder to focus on slower tasks like reading or studying.

Photo by Nadir

How creators turn clips into careers

Short‑form video did not just change how we watch. It also changed who can be seen and paid.

You no longer need millions of followers to earn money. Many “small” creators get income from brand deals, affiliate links, creator funds, or tips from their fans. One strong video can bring thousands of new followers in a few days and open doors to other projects.

For brands, this is a big shift. Instead of spending everything on expensive TV ads, companies now invest more in short influencer clips and user‑generated content. A 20‑second video from a real person often feels more honest than a classic commercial, especially for Gen Z and younger users.

Marketing budgets are shifting fast: a growing share now flows directly to short-form creator content, as audiences trust the faces they follow far more than traditional brand messages. This trend, well documented by digital agencies like Auray Media, shows no sign of slowing down.

How to stand out in a sea of content?

Because everyone can post, there is a lot of noise. Here are a few simple ways to stand out:

• Be fast with trends. Sounds, filters, and memes can be “old” in a few days. If you want to join, jump in quickly, not three weeks later.
• Be real and consistent. Viewers can feel when something is fake. A clear style and honest tone are more important than perfect editing.
• Tell tiny stories. Instead of just showing a product or a dance, try “before / after”, “problem / solution”, or a short story from your day. Stories are easier to remember.
• Build community, not just views. Answer comments, ask questions, do duets or stitches, and celebrate people who support you. This makes viewers feel part of something.
• Reuse your ideas on many platforms. Adapt the same concept for TikTok, YouTube Shorts, Instagram Reels, and maybe even LinkedIn, with small changes for each audience.

Short‑form video is perfect for testing. It is better to try many simple ideas and learn from what works than to wait forever for one “perfect” video.

Why brands love short videos?

For brands, short videos are like a toolbox with one simple shape but many uses.

They can show quick “how‑to” clips, answer common questions, reveal behind‑the‑scenes moments, or highlight real reviews from customers. Often, a short demo from a normal person feels more useful and more honest than a 30‑second TV spot.

On some platforms, people can even buy directly from the video. They see something they like, tap a button, and complete the order without leaving the app. Entertainment and shopping become one smooth journey from “I just discovered this” to “I just bought it”.

For marketers, this direct path is extremely attractive. It connects attention, interest, and purchase in only a few seconds.

The dark side of scrolling

Spending a lot of time in personalised feeds can hurt sleep, focus, and mood, especially when people scroll late at night. Reviews of dozens of studies now show links between heavy short‑form video use, lower attention span, more stress, and more feelings of loneliness.

Short clips also make it very easy for fake news or harmful content to spread. A video does not have to be true to go viral; it only needs to be interesting or shocking. Platforms try to moderate, but they cannot catch everything in real time.

Creators feel pressure too. When your income and relevance depend on staying visible in the feed, it is hard to rest. Many talk about “creator burnout”: feeling tired, anxious, and afraid that the algorithm will forget them if they stop posting for a few days.

And even if you watch hundreds of videos, you can still feel alone. Likes and comments are not the same as deep conversations. Articles on digital loneliness show that many people feel isolated even while they are constantly connected online.

Social video is the new normal

Short videos are no longer a small side part of entertainment. For many people, they are entertainment. They mix TV, community, learning, and shopping in one vertical screen.

Whether you want to go viral, grow a small business from your bedroom, or just follow the latest jokes and trends, short‑form video is where culture moves fastest today.

Screenshot : Example of trending short-form content on YouTube Shorts, showcasing how quick, engaging videos dominate modern social media

Short-form video has changed entertainment, work, and culture — all from a vertical screen. Whether you are here to watch, create, or simply keep up, the rules are simple: be curious, be consistent, and stay human.

[embed]Digital Loneliness: Why We Feel Isolated in a Hyperconnected World How technology breaks down our sense of belongingmedium.com

Next time you start binge‑scrolling, try this simple challenge:

• After about 10 minutes, pause and ask yourself: Do I feel more relaxed, or just more tired and distracted?
• Then choose one action on purpose:
• Create one short video that really feels like you, or
• Put your phone down and talk with someone in real life about something you saw online.

By doing this, you turn short‑form video from something that controls your attention into a tool that you control.

Could this article change the way you think about your scrolling habits? Share your thoughts in the comments — and if you found this useful, give it a clap and follow for more digital marketing insights.

About this article

This article has been written by a student on the Grenoble Ecole de Management’s Advanced Masters in Digital Strategy Management. As part of a content creation assignment, students are given the task of writing articles based on their digital interests and disseminating the articles online. Articles are marked but we make minimal changes to the content. Thanks for reading! James Barisic, Programme Director, MS DSM.