Scrolling endlessly through Instagram Reels, TikTok, or YouTube Shorts might seem like harmless fun, but neuroscientists caution that the brain impact could be deeper and more alarming. Research shows that these quick videos activate reward circuits in ways similar to addictive substances such as alcohol and gambling.
A peer-reviewed study published in NeuroImage by Professor Qiang Wang of Tianjin Normal University revealed that heavy short-video users display heightened activity in the brain’s reward pathways — the same networks triggered in substance addiction. In China alone, users spend nearly 151 minutes daily on such platforms, with over 95% of internet users engaged, raising global concerns about attention, sleep, and rising depression risks.
At the core is dopamine, a neurotransmitter that governs motivation, pleasure, and the reward system. Normally released during natural rewards like eating or socialising, dopamine spikes during addictive behaviours. “With Reels or gaming, dopamine floods the system, creating a loop of craving and compulsive use,” explained Dr. Kunal Bahrani, neurologist at Marengo Asia Hospitals.
The prefrontal cortex, which manages focus and decision-making, can shrink with constant overstimulation, impairing everyday self-control. Meanwhile, the hippocampus, key for memory consolidation, is disrupted by late-night scrolling, leading to poor sleep and frequent forgetfulness.
While short-form content does not cause direct brain damage like alcohol, it rewires reward pathways, fostering impulsive habits. Experts stress moderation, warning that excessive screen time beyond 2–3 hours daily could lead to digital intoxication or even digital dementia.