Instant Entertainment: Tracking the Course of Short-form Videos among the Netizens of Punjab, Pakistan

The abundance of digital distractions has caused a shrink in the attention span of humans. Short-form videos have been a source of quick and economical entertainment since the rise of YouTube Shorts, Instagram Reels, and TikTok. The research explores the course of short videos among the netizens of Punjab, Pakistan, while identifying the distinctive attributes of short videos. The availability of mini-videos on every digital platform has transformed conventional elaborate entertainment practices into fast-paced, instant fun. The paper offers a literature review to analyses how much “instant” short-form entertainment ought to be without damaging the delicacy of human aesthetics. Furthermore, the study through the correlational research design reveals potential outcomes of leveraging the popularity of short-form videos to reshape the societal norms of Punjab while acknowledging Punjabi folks' culture of propagating vibrant entertainment both on national and international levels.