Short video platforms such as TikTok, Instagram Reels, and YouTube Shorts use specific tactics to maintain users’ attention for extended periods: videos load automatically one after another in an algorithmically generated feed, creating an infinite cycle of content.
Researchers at Graz University of Technology (TU Graz) investigated how video recommendation mechanisms affect individuals with Attention-Deficit/Hyperactivity Disorder (ADHD), who already experience difficulties with executive functions such as impulse control, time management, and self-regulation.
One of the study’s authors, Professor Elisabeth Lex, calls this phenomenon the “Engagement Trap.” This is a state where the algorithm captures the user’s attention so effectively that consciously stopping the platform’s use becomes difficult. According to the authors, recommended videos align closely with users’ interests, making it hard for people to exercise mindful control over their behavior and determine when to stop watching and put the phone down.
The study, conducted with 302 participants, showed that individuals with ADHD often stayed on screen much longer than originally planned and struggled to stop watching short videos. Furthermore, the negative experience persisted even after closing the application—participants frequently reported feelings of regret and guilt, worsened mood, and felt they were wasting time while important planned tasks remained postponed.
In light of these findings, TU Graz researchers call on digital platforms to create designs that account for neurodiversity. In their view, this means shifting from an approach focused solely on maximizing engagement to a human-centered design that helps users perceive time and maintain conscious control over their behavior. The study showed that participants were interested in supportive features, such as setting a maximum number of videos per session or placing a continuous visual time indicator on the screen.
These scientific findings coincide with global legal and political developments: in the US, in March 2026, a jury found Meta and Google guilty of negligence and awarded damages, while TikTok and Snapchat reached an out-of-court settlement with the plaintiff. In February 2026, the European Commission published preliminary findings regarding TikTok, and in July regarding Instagram and Facebook, over potential violations of the Digital Services Act (DSA).
The issue concerns so-called “addiction-inducing” design, including infinite scrolling, autoplay, push notifications, and personalized recommendations, as well as the potential impact of these mechanisms on physical and mental health, particularly among minors and vulnerable adults.
