States » SouthPosted at: Oct 30 2026 10:23PM


Visual motion keeps children hooked to YouTube videos but may not improve learning: ISB study

Hyderabad, Oct 30 (UNI): Visual motion in online videos significantly increases children's screen engagement but does not necessarily improve their attention to educational content, according to a study by researchers from the Indian School of Business (ISB) and Santa Clara University.
The study analysed more than 32,000 YouTube videos marked 'made for kids', besides conducting a randomised experiment and an eye-tracking study involving children aged six to 10 years.
The research found that a 10 per cent increase in visual motion was associated with a 1.1 per cent increase in video views.
Educational videos with medium and high levels of added background motion recorded 1.6 per cent and 2.0 per cent higher view rates respectively than those without additional motion.
The eye-tracking study showed that background motion increased the time children spent looking at screens by 3.4 to 3.6 percentage points by reducing prolonged periods of looking away.
However, the additional attention was largely directed towards moving backgrounds rather than educational content.
The study, titled 'Attention Trap? How Visual Motion Shapes Children’s Screen Time and Engagement on Video Platforms', was co-authored by Professors Sumeet Kumar and Madhu Viswanathan of ISB and Professor Ravi Bapna of Santa Clara University. It was published in the journal Information Systems Research.
Madhu Viswanathan, Associate Professor of Marketing at ISB, said visual motion was a powerful design tool but should be used selectively to regain children's attention rather than maintain continuous stimulation throughout videos.
The findings highlight that increased screen retention does not automatically translate into better learning outcomes and that viewing time alone cannot determine the educational value of digital content.
The researchers suggested that video platforms and content creators could use computer-vision techniques such as optical flow to measure visual motion and improve the assessment of children's digital content, alongside existing parental control mechanisms.
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Tags: #Visual motion keeps children hooked to YouTube videos but may not improve learning: ISB study
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