Scrolling through Instagram Reels, TikTok videos or YouTube Shorts may feel like a harmless way to pass the time, but neuroscientists warn the impact on the brain could be more serious than many imagine.
Several studies suggest that short-form videos activate the brain’s reward pathways in ways similar to addictive substances such as alcohol. Neurologists in India caution that heavy use could rewire systems linked to motivation, focus and even memory.
A peer-reviewed study published in NeuroImage, led by Professor Qiang Wang of Tianjin Normal University, found that heavy short-video users showed increased activity in the brain’s reward circuits—the very same pathways triggered by addictions such as 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,” Prof. Wang said.
Other research has also linked such usage to poor attention spans, weaker cognitive skills and even memory problems.
The dopamine connection
Dopamine, a key neurotransmitter, plays a vital role in mood regulation, motivation and the brain’s reward system. It is released during natural activities such as eating a good meal or socialising. But it can also be 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,” said Dr. Kunal Bahrani, Clinical Director and Head of Neurology at Marengo Asia Hospitals, Faridabad.
He explained that repeated dopamine release strengthens neural connections, reinforcing the behaviour. Over time, the craving for pleasure intensifies. “As addiction levels increase, dopamine keeps hijacking the system. You end up craving more of that pleasure, like watching Reels repeatedly,” Dr. Bahrani said.
What happens to the brain
The prefrontal cortex, responsible for attention, self-control and decision-making, develops until the age of 26 or 27. Constantly switching between short videos can overstimulate this region, and over time, it may even shrink, affecting daily functioning.
The hippocampus, which helps consolidate memory during sleep, is also affected. Night-time scrolling disrupts sleep quality and learning processes, leaving heavy users struggling with focus and memory lapses.
Is it like alcohol addiction?
Alcohol causes direct neurotoxic damage, but the parallels with short videos lie in how both alter the brain’s reward pathways. Scrolling through Reels floods the system with dopamine, conditioning the brain to seek 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 said.
How much is too much?
While there is no universal safe threshold, experts stress that moderation is crucial.
“Ideally, screen time should not exceed 2-3 hours a day. Beyond that, it becomes toxic for the brain. We are entering what I call digital intoxication. If unchecked, this can progress to what’s known as digital dementia, where overstimulation, poor sleep, and memory lapses become chronic,” Dr. Bahrani warned.
Short-form videos and Reels may seem like quick entertainment, but their constant cycle of instant gratification is reshaping the way the brain works.
By overstimulating dopamine pathways, they risk undermining memory, attention and self-control in ways that mirror the effects of addictive substances such as alcohol.
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