Everyone’s Wrong About Attention Spans

Are attention spans really getting shorter — or are we just misunderstanding how people consume content today?

In this conversation, we break down the attention span myth with Yash Murthy, Executive Director of Strategy & Social at Create Group, recorded live during a MENA Digital Awards and Digital Media Forum podcast popup studio.

We talk about why “short attention spans” became the default explanation for underperforming content, where that narrative came from, and why it doesn’t hold up in a world of binge-watching, long-form podcasts, niche creators, and interest-driven algorithms.

This episode explores:

• ✅ How choice, relevance, and algorithms changed the way people engage
• ✅ The shift from mass reach to niche communities and focused fandoms
• ✅ Short-form vs long-form content (and why both can work)
• ✅ What brands, creators, and businesses get wrong about attention
• ✅ How creators actually build trust, depth, and monetisation over time

🎧 Whether you’re a marketer, founder, or creator, this episode breaks down how to turn your YouTube presence into a real brand asset.

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