Scrolling through Instagram Reels, TikTok videos, or YouTube shorts may feel like a harmless way to kill your time, but neuroscientists warn that the effects on the brain could be more alarming and concerning than we can imagine. Several studies suggest that short-form videos trigger reward pathways in ways similar to addictive substances like alcohol, while neurologists in India caution about long-term rewiring of motivation, focus, and even memory.
According to a peer-reviewed study published in NeuroImage, led by Professor Qiang Wang from Tianjin Normal University, heavy short-video users show increased activity in the brain’s reward pathways, the very circuits that light up during addictions like alcohol or gambling.
“Short-form video addiction is a global public health threat, with users in China spending 151 minutes daily on average, and 95.5 per cent of internet users are engaged. This high-intensity ‘instant reward’ consumption not only impairs attention, sleep and mental health but also increases depression risk,” said Prof. Wang. Other research has shown how short-form videos can negatively impact attention spans, cognitive skills, and even short-term memory.
Dopamine is a crucial neurotransmitter that plays an important role in regulating mood, motivation, and the brain’s reward system. It is the chemical that makes us feel good when we achieve something, enjoy a meal, or spend time with loved ones.
But the same pathway can get hijacked by addictive behaviours. “Whenever we use something addictive like alcohol, gaming, or Reels, the level of dopamine rises, leading to a sense of euphoria,” explains Dr. Kunal Bahrani, Clinical Director & Head of Department, Neurology, Marengo Asia Hospitals, Faridabad.
Dopamine is a neurotransmitter closely tied to pleasure and reward. Normally, it is released during natural activities like eating good food or socialising. But addictive behaviours hijack this reward system.
Dr. Bahrani explains how this plays out neurologically: The Prefrontal Cortex: “This part of the brain is responsible for attention, self-control, and decision-making. The prefrontal cortex develops until the age of 26 or 27. But with constant content switching, we are overusing it.
Over time, the prefrontal cortex can actually shrink, affecting day-to-day functioning.” Dr. Bharani further explained how night time scrolling interferes with sleep quality and memory consolidation. He adds, “If the hippocampus is disturbed, our inherent learning power weakens. This is why people who binge on Reels often complain of poor focus and memory lapses.”
While addictive substances like alcohol cause direct neurotoxic damage, the parallels with Reels lie in the rewiring of reward pathways. Scrolling through short videos floods the brain’s reward system with dopamine, training it to crave novelty. “Just like alcohol hijacks the reward system, Reels overstimulate it. The result is impulsive behaviour, loss of self-control, and an endless loop of seeking pleasure.” Dr. Bahrani adds.
Anything that becomes excessive can turn addictive, whether it’s alcohol, gaming, or even social media. Short-form videos and Reels may feel entertaining, but their constant stream of instant gratification can reshape how our brains function. By overstimulating dopamine pathways, they risk undermining attention, memory, and even self-control in ways strikingly similar to addictive substances.
