Content is everywhere, and everything has become content. From ‘getting ready’ to go out or simply doing your job, every snippet of your life can be summarised in 30 seconds on social media. With a plethora of information available in bite-sized content, the debate about reducing attention spans has progressed into cognitive decline. A September 2025 meta-analysis published in the American Psychological Association’s (APA) Psychological Bulletin aimed to find the impact of the same.
As ‘brain rot’ became Oxford University’s Word of the Year in 2024, the term was popularised by Gen-Z to describe mental fog and cognitive decline, as a result of doomscrolling. In fact, as per a NeuroImage research study on the effects of short-video addiction, it was found that it can actually alter your brain. From reducing your sensitivity to real-life consequences, lower loss-aversion, to slowing down the processing of information, these were some of the effects of doomscrolling addiction found by behavioural analysis and brain imaging.
Poor cognition, poor mental health
Published in the National Library of Medicine, the September 2025 study found that nearly 1 lakh participants across 71 studies indicated overall negative effects of prolonged short-form video (SFV) consumption. In fact, “increased SFV use was associated with poorer cognition, with attention and inhibitory control yielding the strongest associations.” Furthermore, there was a strong correlation found between the content consumption, declining mental health and stress.
While there has been no direct causation linking the phenomenon, the strong correlation does point towards a possible link.
In a study published in the BBC Science Focus magazine, a neuroscientist found that those who sought pleasure and depended on short-form videos had a genuine difference in grey matter. They were found to have higher levels of envy, too. However, it must be noted that this exists as a cultural phenomenon. Nearly two decades ago, The Atlantic Magazine ran a cover that asked, ‘Is Google making us stupid?’ The overall response was found to be in the affirmative.
How reels change the brain
Speaking to financialexpress.com, psychiatrist Dr Sameer Bhargava, Fortis Hospital, Faridabad shared that reels work on the popular instant gratification theory. The mental health expert shared that short-form content shapes the mind, attention, and emotional health. While he doesn’t blame technology, he explores what reels can do to a human brain. “Every swipe brings something new,” Bhargava shared and added, “Some studies have even compared this dopamine pattern to phasic release, what happens in addictions.”
He clarified that being dependent on reels or short-form content as a means of unwinding leads to the brain “adapting to a high-speed, high-stimulation environment.” He echoed the findings from the September 2025 report and shared there is a significant difference in brain areas which control decisions and impulses, between dependent and occasional consumers of short-form videos.
“People become more impulsive, more restless, and more drawn toward instant pleasure rather than long-term goals. Some studies even show changes in attention and memory because the brain is constantly switching focus every few seconds while watching these videos,” Dr Sameer Bhargav explained. He also warned of the ‘silent victim’ – our sleep cycle, which often suffers due to the late-night scrolling. This has often been known to affect “memory, mood, and concentration the next day, creating a cycle that is hard to break.”
Can you stop the ‘brain rot’?
“The good news is that the brain is flexible,” the psychiatrist shared. It relies heavily on fixing patterns and behaviours, which don’t really require ‘quitting reels’. He explains how to protect your mind from ‘brain rot’ where short-form content exists in all spheres of our lives.
Create small boundaries – “Keeping the phone away during meals, study hours, conversations, or the last hour before sleeping can make a huge difference,” Bhargava shared. He emphasised on consciously reducing screen time gradually. It will help reduce cravings and avoid constant stimulation. Proposing a ‘digital-detox’, he opined that one may seek professional help.
Replacing screen time – More than reduction, one needs to actively engage that time spent in front of the screen with something else. ” It could be reading a few pages of a book, sitting outside for a few minutes, playing a sport, meditating, or pursuing a hobby,” Bhargava opined.
Emotional awareness – “Many people scroll because they feel lonely, bored, or anxious,” Bhargava shared. It comes as a response to finding a better alternative, unlike calling a friend. Instead, one can take a walk or journal, “instead of drowning them in endless swipes.”
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