The Reshaping of Consumer Behavior and Lifestyle by the Entertainment Economy: Evidence from Short Video Platforms

In the digital era, the entertainment economy has emerged as a transformative force, reshaping the ways individuals consume content and interact with media technologies. Central to this transformation are short video platforms such as TikTok and Douyin, which serve as hybrid spaces combining entertainment, marketing, social interaction, and commercial activity. This paper critically examines how these platforms influence consumer behavior and lifestyle patterns, with particular attention to the underlying mechanisms of behavioral change. Employing a mixed-methods approach incorporating literature review, case analysis, and theoretical synthesis, this study identifies four major pathways of transformation,including : fragmented viewing practices, the rise of instant gratification, participatory content creation, and the normalization of impulsive consumption. The paper further explores the role of algorithmic governance, cultural mediation, and platform capitalism in reinforcing these trends. In addition to highlighting the economic opportunities provided by short video ecosystems, this research also outlines the cognitive, social, and ethical challenges they introduce. The paper concludes with a discussion of optimization strategies for stakeholders and offers recommendations for future scholarly inquiry into the long-term societal impacts of the entertainment economy.