Speedwatching: Is comprehension being sacrificed for convenience?

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  Quantumrun Foresight
• July 7, 2022

Insight summary

Subscribers' growing demand for control over how they watch media has led to a widespread adoption of speed controls, changing how content is consumed and created. This shift raises concerns about artistic integrity and viewer comprehension, as speedwatching can alter the intended experience of films and shows. The trend also prompts changes in the media industry, from content creation to marketing strategies.

Speedwatching context

Subscribers across various media platforms are increasingly demanding for greater control over their content consumption. An example is YouTube, a pioneer in this trend, introducing a playback speed feature in 2010. This featured enabled viewers to watch videos at speeds up to double the standard rate, translating to approximately 270 words per minute, a significant increase from the typical rate of 150 words per minute. 

Following YouTube's lead, other major streaming services like Hulu and Amazon Prime also implemented playback speed controls. This movement towards customizable viewing experiences indicates a broader trend where user autonomy and personalization are becoming increasingly important. Netflix, arguably the major player in streaming, added the playback control feature in August 2019. 

An interesting observation is that while some viewers opt for slower playback speeds, a growing number are adopting speedwatching, typically at 1.25 to 1.5 times the normal speed. This practice allows individuals to consume more content within the same time frame, effectively maximizing their viewing efficiency. This trend highlights a shift in consumption habits, where the quantity of content experienced daily is gaining importance over traditional viewing practices. This evolution in viewing behavior may have significant implications for content creators and distributors as they adapt to these changing preferences.

Disruptive impact

The introduction of playback speed options has sparked debate in the filmmaking community. Directors and actors have voiced concerns that altering the pace of films and TV shows undermines the creators' artistic intent. Some viewers, acknowledging these artistic concerns, choose not to speedwatch, especially for content where production quality and narrative depth are pivotal. This respect for the creators' vision suggests that not all content is suitable for speedwatching, and viewer discretion plays a crucial role in maintaining the integrity of the artistic work.

Speedwatching also raises questions about viewers' comprehension. Research from the 1960s indicates that while people can listen faster than the typical speech rate, comprehension diminishes significantly at speeds above 1.5 times the normal rate. This finding implies that critical details and nuances in content may be lost at higher speeds. However, some users report an ability to understand content even at double the normal speed, though they often return to standard rates for more engaging or complex shows. 

The trend of speedwatching could influence how filmmakers and television producers approach their craft. Knowing that some viewers will consume content at increased speeds, creators may need to consider how their work translates under these conditions. This consideration could lead to changes in scriptwriting, filming techniques, and editing to ensure that key elements of the story are conveyed effectively, even when viewed at faster speeds. 

Implications of speedwatching

Wider implications of streaming service viewers speeding up content for consumption may include:

• Content creators focusing more on visual storytelling and less on dialogue, catering to viewers who prefer faster playback speeds.


• The entertainment industry producing shorter, fast-paced films and episodes to hold the attention of viewers accustomed to speedwatching.


• An increase in the popularity of audiobooks and podcasts, as audiences become accustomed to consuming audio content at accelerated speeds.


• Traditional cinemas and TV networks adapting their content and scheduling strategies to compete with streaming services offering speed controls.


• Educational and instructional content creators modifying their delivery methods to accommodate faster playback preferences, potentially impacting learning outcomes.


• Governments and regulatory bodies considering new guidelines to ensure that speedwatching does not compromise the integrity of educational and informational content.


• Advertisers and marketers reevaluating the duration and format of commercials to maintain effectiveness in an environment where speedwatching is common.


• Increased demand for advanced technology in media players to support varied playback speeds without compromising audio and video quality.

Questions to consider

• Do you prefer watching content at faster speeds? Why?


• What could be the other effects of speedwatching? Do you believe viewers are consuming sub-standard content when they speedwatch?