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Hooked, or skipped.
Short-video viewers don't gradually lose interest. They either leave in seconds or watch through — almost nothing in between. We see this every day in client retention curves, and two independent academic studies confirm the same pattern on very different data. This article shares what we've learned, and the production rules we've built on top of it.
Weimeng Chen · July 2026 · 15 min readRead the complete article