Short-form video consumption rises in Vietnam

Short-form video consumption is rising significantly in Vietnam, leading to concerns regarding addiction and decreased attention spans among both adults and children. Data from TikTok indicates that Vietnamese users spend an average of 120 million hours daily on the platform. Furthermore, YouTube reported a 100% increase in Shorts content produced by Vietnamese creators over the past year.

Reports from We Are Social and Meltwater show that Vietnamese people spend approximately 12 hours and 40 minutes per week watching online videos. Analysis by Adjust suggests that average viewing sessions are lengthening, reaching nearly 24 minutes in 2026, up from previous years.

Individual accounts highlight the psychological and behavioral impacts of this trend. Adults report difficulty breaking the cycle of scrolling, often at the expense of sleep and productivity. Among children, excessive use of platforms like Facebook Reels and YouTube Shorts is linked to irritability, social withdrawal, and a significant inability to focus on academic tasks or traditional reading.