Abundance of content created fierce competition. Competition bred audience impatience. Impatience rewarded whoever could hook viewers fastest. And hooking audiences consistently for extended periods requires exceptional storytelling talent - which is rare.

The result? Short-form content dominates because most creators can only hold attention for bri... See more

Abundance of content created fierce competition. Competition bred audience impatience. Impatience rewarded whoever could hook viewers fastest. And hooking audiences consistently for extended periods requires exceptional storytelling talent - which is rare.

The result? Short-form content dominates because most creators can only hold attention for bri... See more

Framed through the lens of TTI, audiences don’t suffer from a dilemma of shortened attention spans, but rather a dilemma of increased choice (see the abundance crisis above).