The Effect of Short-Video Addiction on Attention Span and Academic Performance among University Students

The social media has brought a rise in short-video or reels, on apps like TikTok and Instagram. These short-videos are interesting and engaging, but lead to addictive viewing or binge watching. Short-video addiction has become a concern that invites research interest due to its impact on cognitive function, attention span and academic outcomes, especially among the university going students. The study explored the relationship between short-video addiction, attention span and academic outcome of university students. Data was collected using questionnaires namely the Bergen Social Media Addiction Scale (BSMAS); Inattention subscale of Adult ADHD Self-Report Scale, and perceived academic performance scale from 200 university enrolled young adults (women =104) between the age of 18-25 years. The correlation between short-videos watching and inattention towards academic tasks and academic performance were assessed. For the addiction of short-form videos, participants' usage of videos, frequency, and duration were determined. The results reveal that an excessive short-videos watching was related to reduced attention span and lower academic performance of university students. This research helps to increase our understanding of how digital media use is linked to academic outcomes, cognitive challenges such as inattention. The findings are informative specially for teachers, parents, and students as well. It will help about initiatives that can be undertake to promote a healthier more balanced use of social media apps among young people.