Youtube Slot Machines
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YouTube (and #content platforms broadly) act more like Casinos than Galleries.
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This is not going to be gambling addictions explained, because I am neither an expert on the topic, nor did I spend several days reading research. I did some research and I just wanted to share some thoughts that are adjacent to this behaviour.
From what I understand, at least when it comes to slot machines, the addiction largely comes from the, the next time I roll, I'm going to get a jackpot. It's the anticipation of a future reward that keeps people in.
Now of course, this is what casinos want, to keep you playing for as long as possible, because A) on average the house always wins and B) more time in the casino means more drinking which makes you gamble ad infinitum (till you die of blood poisoning or go broke, I guess).
I think it's not too much of a stretch to see the connection between a casino and an online content platform like YouTube.
This technically works for any and all content website with infinite scroll, but this is a video on YouTube, we're gonna talk about YouTube.
The homepage is a list curated by The Algorithm with the sole intention of keeping you longer on the site by showing you videos you might want to watch.
Besides The Algorithm, why do we wander through the homepage lane? It's a slot machine. Every scroll gives you three, four or five videos based on your screen size, and you want to get a video that you would like to watch.
But the bots don't always work. Sometimes you get videos that you don't want to watch.
But you don't stop scrolling even if not now, the next scroll might have that jackpot video.
There's a reason why every popular 'user generated content' website have infinite scroll. Much like casinos, they don't want you to know how long you've been here. A crucial ingredient of the slot machine is you not realizing how much time you've spent pulling the lever, or even how many times you have pulled the lever. Every time you see 'next page', that is a reminder of how long you've been at this.
So you keep pulling the lever. And on the way, you see all of the embedded ads on the site. It's not a lot, but it's not zero.
And, when we do find that video, we watch it. The Algorithm takes note of that and refines the list. Once the video is done, you don't even need to pull the lever, YouTube does it for you, in the form of autoplay. And the process starts all over again, waiting in hope that after enough videos, we will hit another jackpot. We will find that video that we are really going to like and then we will not regret the time we spent finding it. Or you will continue. Because why would you quit when you're on a lucky streak.
And this time, you're not watching the embedded ads. You're watching the pre-rolls, the mid-rolls and heck if you're fifty videos down your autoplay, probably even the end-rolls.
Every bit of media we see keeps us engaged just enough, like the smaller rewards from the smaller matches on the machine. We only give up when we are frustrated by the lack of options, or when you realized how long you spent scrolling through utter shit.
Okay, so what?
If you do identify with this YouTube Slot Machine, then I think the real way to come out of this is to make ourselves insanely aware of it. In other words, to be insanely aware of the videos we watch and the actions we perform to watch those videos. In other words, to consume YouTube intentionally.
This extends to everything of course, not just YouTube. The pull down to refresh UI was first utilized in the Twitter app, and nothing can be more synonymous to pulling down a slot machine lever than that. I am writing this from the perspective of YouTube because my attention mostly belongs to YouTube more than any other content/media platform.
But ultimately, if you realize that you're actually not having a lot of fun, and you do have fun when your content consumption is intentional, at least it is in my case, then, I think that's the way to go into the content-abundant future of our world.
Because the more aware you are of the money you put into the slot machine, or the time you spend at a slot machine, the more likely you are to call it quits and go back home.
This was originally meant to be a video for my YouTube channel that eventually did not see light of day because I found it really hard to translate the words on paper to visuals on screen.
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