Attention inflation How multitasking is reshaping the attention economy

Karol Severin and Perry Gresham

August 2022

Entertainment hours are up, but consumption is becoming diluted and losing focus, and is increasingly in the background of other activities. Audiences want to consume more but have no more time to allocate; increased multitasking is the result. Consequently, attention / focus is split between more propositions. In other words, entertainment time spent is growing but is getting less valuable. This is the era of attention inflation.

Companies and brands mentioned in this report: Amazon, Apple, Facebook, Google, Heardle, Instagram, Microsoft, Netflix, Shorts, Snapchat, Spotify, TikTok, Twitter, Vevo, YouTube

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