The two clock paradox: How short-form content became premium entertainment (and what to do about it)

Entertainment companies are now operating based upon two clocks: the appointment clock and the ambient clock. The appointment clock refers to the premiere event that people clear their schedules for, while the ambient clock encompasses the background content that takes up time without being planned. The appointment clock has traditionally been the focus, but now there is a reversal as people spend more time on the ambient clock.

This shift is due to advancements in technology, such as efficient computers and data processing, which have led to increased consumption rather than decreased. This phenomenon, known as Jevons's paradox, applies to attention as well. As production and distribution costs decrease, more ambient content becomes available, consuming hours that were previously reserved for appointment-based content.

This has significantly impacted media institutions, making short-form content the new premium. Even industry leaders like HBO Max are adapting by introducing short-form video feeds to compete with the growing demand for ambient content.