Multi-screening: In the United States, a significant 44% of Generation Z individuals exhibit a propensity to engage with a plethora of content across various media platforms and devices simultaneously, rather than immersing themselves in a singular piece of content, as revealed by a comprehensive study.

This emerging phenomenon of multi-screen consumption not only signifies a shift in viewing habits but also heralds the emergence of a novel genre of content tailored specifically for social media platforms.

Picture this: one eye glued to the smartphone screen, while the other remains fixated on the TV. It has become increasingly common to observe today’s youth seamlessly navigating through multiple screens, effortlessly consuming content across various digital domains. This behaviour has ingrained itself as a routine for both Generation Z and Millennials alike.

According to the “Attention Economy Trend Report” by Y Pulse, a staggering 69% of Gen Z respondents admitted to dedicating their time to social networks while concurrently watching television. Millennials, on the other hand, display an even higher inclination towards this practice, with 76% actively engaging in what has been termed as “dual screening.”

Gen Z is really into multi-screening

Despite the apparent divide in attention, the majority of young consumers surveyed demonstrated an adeptness at multitasking while viewing videos, with a notable 80% of Generation Zers confessing to engaging in multiple activities simultaneously. Interestingly, 44% of these individuals expressed a preference for consuming several pieces of content concurrently, as opposed to focusing solely on one, a sentiment echoed by 41% of Millennials.

Contrary to conventional wisdom, these young viewers are not merely passive consumers but rather discerning connoisseurs of the content they engage with. The study underscores that while their attention may be divided among various screens, they exhibit a remarkable ability to transition between different pieces of content swiftly. This nuanced approach has spurred the creation of innovative content categories aimed at catering to their insatiable appetite for stimulation. Astonishingly, 54% of Gen Z participants noted that simultaneous viewing of multiple videos aids in enhancing their focus, a sentiment shared by 43% of Millennials.

One notable aspect of this trend is its integration within the realm of social media, particularly evident in platforms like TikTok. Content creators have seized upon the concept of presenting dual content within a single video frame, utilizing split-screen formats to offer users the opportunity to consume two distinct videos concurrently. Whether displayed vertically or horizontally, this innovative approach has garnered significant excitement within the content creation community, further reinforcing the evolving landscape of digital media consumption. The surge of this trend owes much to TikTok’s innovative “Duet” feature, empowering users to integrate another creator’s video into their creation seamlessly.

Content creators swiftly recognized the allure of this format in captivating and retaining viewer attention, thereby amplifying their viewership metrics and subsequently maximizing the monetization potential of their content. With projections indicating that by the culmination of 2023, Americans will allocate more time to video consumption via apps than traditional television, it’s evident why creators are rallying behind this trend.

Moreover, various other platforms are strategically positioning themselves within this burgeoning market. YouTube TV, for instance, offers the “multiview” feature, allowing users to access multiple streams and programs simultaneously. This diversification underscores the industry’s acknowledgement of evolving consumer preferences and the imperative to adapt to an increasingly fragmented media landscape.

The rise of ‘sludge’ videos

Among Generation Z, there’s a burgeoning fascination with “sludge” videos on TikTok—a captivating viral format characterized by the simultaneous playback of multiple clips on a single screen. Over the past year, this distinctive video genre has surged in popularity on the platform, with younger users gravitating towards its overstimulating and seemingly chaotic nature, finding it oddly comforting.

In essence, sludge content embodies the essence of multiscreen storytelling, weaving together several disparate videos into a unified visual tapestry. Typically, these videos feature one primary clip providing the audio foundation, while one to five additional videos play out in smaller windows layered atop the main footage. This amalgamation of clips spans a diverse array of content sourced from various corners of the internet.

Within the realm of sludge videos, viewers encounter an eclectic mix of content ranging from snippets of beloved cartoons or television shows to immersive video game playthroughs, captivating readings of confessional Reddit stories narrated by automated voices, mesmerizing ASMR footage depicting the art of soap-cutting, or even tantalizing glimpses into the culinary world through captivating cooking demonstrations.

Unlike the traditional scrolling experience dictated by TikTok’s algorithm, engaging with a sludge video offers a unique viewing journey where viewers are enveloped in a mosaic of viral clips, all compressed onto a single screen. This format not only amplifies the sensory experience but also fosters a sense of immersion and connection with the diverse array of content encapsulated within each video, further fueling the allure of this mesmerizing digital phenomenon.