The phenomenon describes the captivating and often compulsive nature of short-form video content, particularly on a specific social media platform. It reflects users’ experience of being drawn into an endless cycle of viewing videos, making it difficult to disengage from the application. For example, individuals may find themselves spending far more time than intended scrolling through an endless stream of content.
This digital engagement has significantly altered how people consume information and entertainment. Its impact extends to advertising, content creation, and social interactions, creating new opportunities for businesses and influencers to reach audiences. Historically, this kind of immersive media experience has been observed with television and early internet platforms, but its pervasiveness is accelerated and magnified by mobile technology and algorithm-driven content delivery.