Ted Gioia argues that cultural products are getting longer:
Some video creators have already figured this out. That’s why the number of videos longer than 20 minutes uploaded on YouTube grew from 1.3 million to 8.5 million in just two years…
Songs are also getting longer. The top ten hits on Billboard actually increased twenty seconds in duration last year. Five top ten hits ran for more than five minutes…
I’ve charted the duration of [Taylor] Swift’s studio albums over the last two decades, and it tells the same story. She has gradually learned that her audience prefers longer musical experiences…
I calculated the average length of the current fiction bestsellers, and they are longer than in any of the previous measurement periods.
Movies are getting longer too. Of course this is the exact opposite of what the “smart phones are ruining our brains” theorists have been telling us. I think I would sooner say that the variance of our attention spans is going up? In any case, here is part of Ted’s theory:
- The dopamine boosts from endlessly scrolling short videos eventually produce anhedonia—the complete absence of enjoyment in an experience supposedly pursued for pleasure. (I write about that here.) So even addicts grow dissatisfied with their addiction.
- More and more people are now rebelling against these manipulative digital interfaces. A sizable portion of the population simply refuses to become addicts. This has always been true with booze and drugs, and it’s now true with digital entertainment.
- Short form clickbait gets digested easily, and spreads quickly. But this doesn’t generate longterm loyalty. Short form is like a meme—spreading easily and then disappearing. Whereas long immersive experiences reach deeper into the hearts and souls of the audience. This creates a much stronger bond than any 15-second video or melody will ever match.
An important piece and useful corrective.
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