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Sludge content
Genre of split-screen video on TikTok From Wikipedia, the free encyclopedia
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Sludge content (also known as content sludge and overstimulation videos[1]) is a genre of split-screen video on short-form video platforms like TikTok and YouTube Shorts.
Characteristic of sludge content is unrelated, attention-grabbing side content, meant to increase viewer retention.[2] Common attention-grabbing videos include repetitive mobile gameplay (notably of the endless runner mobile game Subway Surfers), ASMR/oddly satisfying clips, and cooking videos.[3] Sludge videos typically feature one panel of main content with audio, often copyrighted material. Common copyrighted material include television episodes (notably of the adult animated television series Family Guy),[4] Reddit posts read by an artificial voice,[2] and videos made by other social media users.[3]
Sludge content has been labelled as overstimulating and addictive.[1][3][5] The genre has been described as reflecting and contributing to declining attention spans,[5][3] though these interpretations have been criticized[who?].[3] Sludge content may also lead to normative dissociation, which can be soothing.[6]
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Origins and appeal
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Perspective
The concept of sludge content originates with methods used to subvert copyright detection tools, particularly on Family Guy "funniest moments" compilations on YouTube.[3] Editing techniques such as frequent jump cuts, overlaid unrelated clips, and cropping have increased the longevity of copyright-violating videos on YouTube.
The proliferation of sludge content has been attributed to its ease of creation and its profitability.[7][3] TikTok's "duet" feature, in which a creator can post a video side-by-side with a video from another creator,[8] has been cited as priming viewers for this form of multitasking.[3] Users have noted the proclivity of TikTok's recommendation algorithm to increasingly show such videos to users; the process of steadily consuming more sludge content has been popularly described as a "pipeline" (often called the "Family Guy pipeline" due to the series's ubiquity in such content).[4][7][9] Sludge content has also been described as a form of escapism.[10]
Psychologist Natalie Coyle analyzed the videos and determined that the external media increases receptiveness through the concept of "visual tactility".[11] Digital media researcher Bjørn Nansen opined that the phenomenon should not be unexpected given the prevalence of media multitasking outside of TikTok.[12]
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Impact
SYBO Games, the developers of Subway Surfers, referenced sludge content on the TikTok account for the game and attributed Subway Surfers' resurgence to sludge content.[2]
Accounts from content creators including British power metal band DragonForce, political commentator Hasan Piker, and Andrew Tate have posted videos on TikTok featuring sludge content.[13][14] Companies, including Visible, Pepsi, and Tums, have used sludge content in advertisements.[15] The New Zealand National Party used sludge content to promote their policies in the 2023 general election.[16]
A 2020 study found that engaging with various digital media on multiple devices simultaneously may worsen attention and recall in young adults.[17] Concern has been raised over the popularity of such split-screen content with young children in Generation Alpha.[18]
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See also
References
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