Indian School of Business study finds visual motion in videos affects children's attention

A study by the Indian School of Business (ISB) and Santa Clara University has found that visual motion in digital media acts as a powerful driver for children's screen retention, but does not necessarily improve learning. The research, titled “Attention Trap? How Visual Motion Shapes Children's Screen Time and Engagement on Video Platforms,” analyzed over 32,000 YouTube videos marked “made for kids” and utilized eye-tracking technology on children aged 6 to 10.

The findings indicate that a 10 percent increase in visual motion was associated with a 1.1 percent increase in views. In randomized experiments, educational videos with added background motion saw higher view rates, increasing by 1.6 percent for medium motion and 2.0 percent for high motion compared to static versions.

Researchers noted that while motion keeps children attached to the screen, the attention is often directed toward the moving backgrounds rather than the educational content itself. Experts suggest that content creators should use motion intentionally to help recover attention during periods of drift, rather than using continuous stimulation.