Muscat – Experts have warned that addiction to fast-paced digital content, including short videos on social media platforms, is affecting concentration, memory retention and cognitive endurance, particularly among the younger generation.

Excessive use of smartphones and social media platforms is contributing to what specialists describe as ‘brain rot’, a growing phenomenon linked to declining attention spans among youth.

Experts say constant exposure to short-form digital content such as TikTok and Instagram reels conditions the brain to seek rapid stimulation, making reading, studying and analytical thinking harder to sustain.

Dr Tamadher bint Saeed Al Mahrouqi, a behavioural medicine and mental health specialist at Sultan Qaboos University Hospital, said the term ‘brain rot’ is not an officially recognised medical diagnosis but a cultural expression describing the cognitive effects of excessive consumption of superficial and fragmented online content.

She said the term gained wider recognition after Oxford University Press adopted it in 2024 to reflect growing concern over low-value digital consumption.

“The problem is not occasional viewing of short videos, but when this becomes the primary source of information and knowledge,” she said, warning that it can weaken attention span, analytical thinking and problem-solving abilities.

Dr Tamadher added that studies have linked excessive use of short-form digital content to anxiety, stress, sleep disturbances and fear of missing out. Research has also associated short-video addiction with poor attention control and academic procrastination.

Dr Muammar bin Ali Al Toubi, an academic and researcher, said repeated exposure to fast-paced digital platforms and electronic games stimulates the brain’s dopamine reward system, reinforcing behavioural addiction and mental lethargy.

He recommended “digital fasting” for at least 20 days, encouraging people to reduce screen exposure and engage in activities such as reading, exercise and creative hobbies.

Iman bint Abdullah Al Kiyumi, a counselling specialist at the Student Counselling Centre at Sultan Qaboos University, said counselling sessions have shown a noticeable decline in students’ ability to maintain concentration for extended periods compared to previous generations.

She stressed that balanced and conscious regulation of digital use, rather than outright prohibition, is the most effective approach to addressing the issue.

Authorities in Oman are increasing efforts to raise awareness on  digital addiction and promote safer use of social media platforms through educational and preventive initiatives.