Popular among the youth, media ventures into social networks. Online, content adheres to specific formats: 15-second Instagram stories, TikTok videos ranging between 15 and 60 seconds, tweets limited to 280 characters... These are 'snackable' short formats, easy to “snack” on, quick, and playful, with the aim of capturing attention.
In an article published by Le Point titled “Brut, a 100% Video Media Succeeding with the Youth and Internationally,” the weekly magazine recounts the meteoric rise of the media outlet, distinguishing itself by offering short-format videos, spanning from 1 to 2 minutes. Having become an essential in online media, Brut accumulates 2.8 million followers on Instagram. It appears to be a winning bet, stirring enthusiasm among the 18 to 34 age group.
The Phenomenon of Attention Among the Youth
In 2004, Patrick Le Lay, former CEO of TF1, already spoke about “selling available brain time to Coca-Cola.” If this phenomenon reflects the media consumption habits of a generation, it also signifies the syndrome of an ultra-connected era. Indeed, the digital age has transformed our way of consuming information: it's not just about receiving it, but about having the necessary attention to capture it.
For many years now, the media has been a victim of this “attention crisis.” Yves Citton, a literature and media professor at the University of Paris 8, draws a connection with the advent of the Internet and the omnipresence of screens in an article from Le Parisien in September 2020. The numerous applications at our fingertips significantly impact concentration. According to Jean-Philippe Lachaux, a research director at Inserm, “at every moment, our brain is bombarded with thoughts and sensory signals that it cannot all process,” states the attention specialist in an interview with Sciences et Avenir.
Moreover, a survey by the National Book Center reveals that in 2022, half of the surveyed young individuals admitted to doing something else while reading a book: sending messages, checking social media, or watching videos. This 'multitasking' trend is especially prevalent among the 20-25 age group.
Traditional Media Put to the Test
While its decline began long ago, the fall of print media accelerated with the Covid-19 crisis. In 2010, the circulation for national and regional daily press was 10,197, compared to 6,828 in 2020, according to the Ministry of Culture. The causes are manifold: cost, digitization, free access to information, and the emergence of new media. These changes deprive print media of a valuable audience-the youth-given that 71% of individuals aged 15-34 daily access news via social networks, as per a July 2018 report.
Similarly, so-called traditional news channels have not escaped this trend. Take TF1, for instance, whose viewership has steadily declined since the arrival of digital terrestrial television in 2005. On August 27, 2002, the 8 PM news gathered 8.4 million viewers, compared to 4.71 million this year (Médiamétrie). “Television audiences are aging, that's a known fact, averaging over 60 years old,” states Jean Massiet, a political streamer on Twitch since 2015, on RMC airwaves a year ago. Even though television channels, especially news broadcasts, remain audience crossroads, according to him, one must accept “the fact that people no longer watch television. We no longer pick up the remote to turn on the TV when we get home. Young people are on their phones, computers, and social networks.”
Consequently, initiatives have emerged in response
Media outlets are shifting to social networks and condensing their content.
Several media outlets have followed suit. Arte, for instance, began its transformation and carved a path into the hearts of the youth with content distributed on Youtube, Twitch, and TikTok. “Young people are on their phones, so we need to reach them where they are,” explains Bruno Patino, the channel's president, in an interview covered by Télérama in August 2021. The list of media present on social networks continues to expand: TF1, France 24, BFMTV... offering a new format to share information. The objective of these channels is audience expansion and rejuvenation.
Moreover, even certain sports media are questioning formats and youth attention. The “Generation Z” (aged 13 to 23) reportedly consumes half as much sports content as Millennials, according to a September 2020 study by Morning Consult in the United States. In an article titled “Are young people not watching football anymore? The perfect excuse” on the So Foot website, sports specialist Pierre Rondeau revisits the statement of Florentino Pérez, president of Real Madrid: “Young people play video games, they're not used to watching an entire match and get bored; it's an absolute necessity to adapt to them.” Recently, retired footballer Gerard Piqué sparked controversy by declaring his intention to “revolutionize” football, as reported on BFMTV's website. During a conversation with Spanish streamer Ibai Llanos on Twitch, he stated that the young audience wouldn't sit through an entire match without using their phones. “90 minutes seems long to me... So, let's look for more entertaining rules.”
From Saturation to Long Formats
However, in this hyper-connected era, the proliferation of short formats has given rise to new problems. The perception of information overload has had an impact on individuals' ability to concentrate and their state of fatigue. According to an Ifop study for Flint in 2021, 73% of French people feel there is too much information and that they are overwhelmed.
Aware of this public exhaustion, some media outlets are implementing alternatives. Slow journalism, a concept aimed at providing perspective to journalistic content and rekindling readers' interest. “It's more than just reading; it's immersion,” describes Amélie Mougey, editor-in-chief of Revue Dessinée, in Revue des Médias. The objective is to reintroduce the appeal of long formats by emphasizing content quality.
Other online media, initially fans of snackable content, are thus moving towards longer formats, following the example of the media outlet Brut. They recently launched their streaming platform, Brut X. Their goal? To offer longer content to “tell stories with meaning and engagement,” stated Guillaume Lacroix, Brut's CEO, on Franceinfo in 2021. This platform doesn't have timed videos but includes short films, documentaries, and movies.
Simultaneously, the meteoric success of podcasts could indicate a desire for format change. In August, ACPM noted a 19% increase in podcast listens compared to 2021. Among the 10.7 million podcasts downloaded in France, 32% of listeners fall within the 18-64 age group, according to the latest study by the CSA Institute with Havas Paris. “Podcasts are a format that allows breaking away from information overload,” indicates Emmanuelle Henry, Director of Studies and Prospects at Radio France, in an interview with Médiamétrie in 2020.
In summary, no format seems to emerge as a miraculous solution to date. The numerous attempts by media outlets further transform this “battle for attention” into a war of attrition and innovation.
Randa El Fekih
