“Just One More Clip”: Short Videos, Big Self-Control Problems

Abstract

I study self-control problems in media consumption and their amplification by short-form content. Using microdata from a U.S. short drama series, I show viewers watch 23 episodes (82%) more than intended and overspend by $5.51 (23%). A structural model reveals that temptation lasts an average of 6.6 minutes per decision, causing minute-long videos to repeatedly trigger self-control problems. Policy interventions such as default time limits and mandatory breaks can meaningfully improve consumer welfare. Extending the analysis to TikTok underscores the broader relevance of these findings.