How The Hell Is The Saturation Is A Message?
Stories are as old as we are. We’ve been telling them since we huddling around fires. Fast forward to today, and we’re still doing it. Just that the fire is a light behind glass.
But… now we’re churning out stories at a mind-boggling pace.
It used to be one story around a fire. Then maybe a few books in year. A couple of films over a summer. Now? I’ve lost count.
Over 500 hit North American screens in 2023 alone.
Steam, the game launcher, saw more than 14,000 new releases last year.
There are Over 1.38 Million Posts Added on Medium Monthly.
Remember when a new Disney movie was a big deal? Or when blockbuster films used to dominate the summer cultural narrative? How did people react when only a few video games captured the attention of most people only a few decades ago? How about the updating of podcasts or YouTube shows?
We are now drowning in content. It’s like someone opened the floodgates, and we’re all trying to learn to swim in this sea.
The question is, is this influx of content beneficial? Or are we just drowning in noise?
We’re producing content at an insane rate. Every day, thousands of gigabytes are fighting for our attention. It’s not a content explosion, as there is a “calm” after the bang.
And I don’t see a “calm.”
It’s crazy, right? It’s enough to make new creators want to give up. I know I do. How do you even stand out in that crowd? Can you even stand out? Yet, it’s not only about the creators. What about the audience? We’ve got more choices than ever, but are we actually enjoying it more? Or are we just scrolling endlessly, never quite satisfied?
That’s what we’re going to dig into. We’ll look at how this constant amount of content has changed everyone. Honestly, both the audience and creators are affected.
The concept of an “attention economy” has gained traction. It suggests that human attention is a scarce commodity in an information-rich world. Recent research indicates that the abundance of content has led to increased cognitive load and decreased sustained attention. A 2019 study published in Nature Communications found that the global attention span is narrowing because of the abundance of content that is produced.
While that article is more focused on social media and short form content, I do believe that long formed content is downstream from that. Though it is harder to explore and quantify.
Content saturation has profoundly affected how we engage with media. While increased content availability offers more options, it paradoxically leads to decision fatigue. This speaks to Schwartz’s “Paradox of Choice” theory, which suggests that an abundance of options lead to anxiety and reduced well-being.
Attention fragmentation has become increasingly prevalent. Research from the University of California found that the average person’s attention span for digital content has decreased from 12 seconds in 2000 to 8 seconds in 2015. This shrinking attention span reflects the overwhelming nature of our content-rich environment. Consumers are adapting by either becoming more selective.
Or simply not choosing.
Choice paralysis is another consequence of this saturation. A Nielsen reveals that 46% of streaming consumers feel overwhelmed by the ever-increasing number of platforms and titles available to them. Which makes it tougher to find any titles in a specific place. While we crave options, too many options leads to indecision. Too much content can make decision-making overwhelming.
Content saturation has led to new forms of anxiety, particularly the fear of missing out (FOMO). A 2013 study published in Computers in Human Behavior found that FOMO was associated with higher levels of social media engagement. As the number of content options grows across various platforms, this anxiety is likely spreading to other media types.
In fact, it might already be happening. If someone can't focus for more than 8 seconds, a book probably won't interest them.
These trends collectively show that the sheer volume of content provides unmatched access. However, it also creates notable hurdles for engagement and satisfaction. The oversaturation of options suggests that more isn’t necessarily better. Moreover, having an abundance of choices doesn’t automatically translate to higher quality or greater enjoyment.
How can we balance the benefits of diverse content with the need for meaningful, satisfying media experiences?
I don’t know.
While content saturation offers unprecedented access to diverse voices and niche interests, it also presents challenges in information processing and decision-making. I would really like to know how much longer do people spend searching for their next show.
Despite the overwhelming volume of content, exceptional works continue to emerge. This proves that quality can still shine through quantity.
Although, I do feel that is a game of maths.
Never the less, television gave us the sharp-witted “Succession” and the harrowing “Chernobyl,” both redefining storytelling in their genres. In film, “Parasite” and “Everything Everywhere All at Once” broke cultural and creative boundaries, earning critical acclaim and audience love.
God damn, they’re magnificent shows.
Music saw Kendrick Lamar’s “Mr. Morale & the Big Steppers” pushing hip-hop to new depths, while Taylor Swift’s re-recordings sparked industry discussions. In gaming, “The Last of Us Part II” and “Elden Ring” elevated interactive storytelling and world design.
Literature hasn’t been left behind, with diverse voices like Colson Whitehead and Maggie O’Farrell bringing fresh perspectives to award-winning novels.
This slew of amazing content proves that the saturation, while challenging, has also driven creators to new heights of innovation and excellence. In this vast sea of content, we’re still producing works that will captivate audiences for generations to come.
In the past few years, we have been fortunate to experience truly exceptional content.
So I arrive at my problem. How do I join the ranks of a creator? How do I publish my books and make my movies while standing out?
Creation and distribution routes have been democratized, which can be both freeing and overwhelming. Self-publishing platforms like Amazon KDP have made it possible for anyone to release a book. But they’ve also flooded the market. YouTube and streaming platforms made it so that anyone can be a filmmaker, but you work against the algorithm and the sea of new.
The challenge isn’t just creation. It’s visibility. It’s addressing preference with products. So, how do new creators get found? Social media has become a crucial tool, but mastering it is an art form in itself. Many creators have to become marketers, rather than the craftsmen they wanted to be.
Is this a new age of the marketer? Maybe. Is marketing now an essential skill more than a profession? Maybe.
Moreover, the line between amateur and professional has blurred. People expect good stuff these days, regardless of the distance you’ve covered.
Despite these challenges, success stories emerge. They often involve a combination of tenacity, persistence, and a bit of luck. In fact, those stories are actually worth celebrating.
Since it’s only going to get harder.
