Reels to Remembrance: Attention Partially Mediates the Relationship Between Short-Form Video Addiction and Memory Function Among Youth

Background and Purpose: The proliferation of short-form video content on social media platforms has led to increased user engagement but also raised concerns about potential addictive behaviors and cognitive consequences, particularly among youth. This study explored the prevalence of short-form video addiction (SVA) among Jordanian youth, its correlates, and its impact on attention and memory function, with an emphasis on understanding the mediating and moderating role of attention in the relationship between SVA and memory. Methods: Utilizing a cross-sectional survey design, data were collected from 1029 university students across 25 higher-education institutions in Jordan. Results: Half of the participants exhibited moderate to high levels of SVA. The findings indicated a significant increase in SVA scores among female students (p = 0.003), those of a younger age (p = 0.045), those with lower GPAs (p = 0.013), and those who dedicated fewer hours to study (p = 0.006). Notably, there was a significant and large correlation between SVA scores and students’ perceptions of user-generated content (p < 0.001). Attention partially mediated the relationship between SVA and memory function with excellent model fit indices (χ²(12) = 14.11, p = 0.05, RMSEA = 0.03, GFI = 0.99, IFI = 0.99, TLI = 0.98, CFI = 0.99). However, attention did not moderate this relationship, suggesting that the impact of SVA on memory is consistent across varying levels of attention. Discussion: The findings underscore the significant engagement of Jordanian youth with short-form video content and the potential cognitive risks associated with SVA. Interventions to manage attention could mitigate the adverse effects of SVA on cognitive functions. This study calls for a comprehensive approach to address SVA among youth, including the development of digital literacy programs, mental health support services, and policy interventions that promote a balanced digital ecosystem and responsible media consumption.