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The average attention span of viewers has decreased significantly, with many consumers preferring short-form content that can be consumed quickly and easily. Platforms like TikTok, Instagram Reels, and YouTube Shorts have capitalized on this trend, offering bite-sized videos that are 23 seconds or less. This shift towards short-form content has forced traditional media outlets to adapt, with many now offering shorter, more concise versions of their content.

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On YouTube and Instagram, creators have exactly 10 seconds to convince a user not to swipe away. The "10-second retention rule" has birthed a new genre of content: the "Formulaic Hook." Every popular media piece now begins with a question ("Can I survive 24 hours in...") or a visual crescendo. The art of the cold open has been replaced by the science of the micro-hook. The average attention span of viewers has decreased