YouTube Shorts are rapidly gaining popularity in Vietnam, establishing short videos as a central part of digital content consumption. While local productions are attracting international viewers, concerns are growing over the repeated exposure to sensational content and the potential for youth addiction. Voices of caution regarding excessive use and video quality are emerging alongside expectations for growth in the content industry.
According to recent data released by Google, the number of content creators in Vietnam uploading YouTube Shorts has increased by over 100% in the past year. Google also announced at the first 'YouTube Festival Vietnam 2026' held in Ho Chi Minh City on September 16 that the number of YouTube channels with over 10,000 subscribers in Vietnam has surpassed 180,000.
The influence of YouTube in Vietnam is significant, with Google stating that the platform reaches 93% of internet users in the country daily. While the exact user count is not disclosed, digital marketing research firm Kepios estimated that there were 85.6 million internet users in Vietnam at the end of last year.
Mark Wu, Google Vietnam's country director, remarked, "YouTube has been a partner in Vietnam's development, evolving from an initial video-sharing platform to an essential part of Vietnamese cultural life and the digital economy." YouTube is expanding its reach by providing content across various devices, including smartphones and TVs.
The consumption of Vietnamese content has also extended beyond domestic markets. According to Google, over 50% of the total watch time for channels produced in Vietnam comes from international viewers. This indicates that cultural and travel-related content is attracting audiences outside the country's borders.
Despite the short lifespan of content, it is not entirely fleeting. About 40% of total views occur more than 30 days after a video is uploaded. Additionally, 82% of YouTube users reported they are likely to purchase products recommended by trusted creators, compared to 74% on other short-form platforms. Google also highlighted the platform's popularity, noting that a match featuring the Vietnamese national football team was watched by approximately 6 million viewers simultaneously.
Why Is It Hard to Stop Watching Shorts?
The rapid growth of short videos has raised issues regarding viewing time and addiction. Experts point out that the structure of content on platforms like TikTok, Facebook Reels, and YouTube Shorts, which features continuous streams of short videos, can encourage repeated viewing. Cybersecurity expert Ngo Minh Hieu identified the key elements that keep users engaged: short playtimes, endless scrolling, and the constant introduction of new content. He explained that with almost no clear stopping points, algorithms learn viewing times and reactions, recommending videos that are likely to capture users' attention again.
La Lin Nga, director of the Center for Psychological and Educational Science Research, noted that a reward system is at play in this process. He stated, "When users watch content they enjoy, dopamine, a reward hormone, is released in the brain, making it difficult to stop. Initially, they may not intend to watch for long, but they can lose track of time."
He further explained that the quick absorption of information within 15-30 seconds provides immediate satisfaction. Nga added, "Like other addictive substances, when people can gain enjoyment and continuous stimulation with little effort, they tend to continue that behavior, and the brain becomes increasingly accustomed to rapid dopamine responses."
"Opportunity or Waste of Time?"—Debate Among Vietnamese Users
YouTube currently operates protective measures for its teenage users. Google Vietnam has stated that it has developed guidelines for youth with advice from independent experts in child psychology and health. The platform includes features that guide users under 18 to take breaks or go to bed.
Local readers in Vietnam have expressed mixed reactions to the rapid growth of Shorts. One user commented, "Making money on YouTube is not easy and is only possible for a select few with talent. I hope young people focus on building knowledge and skills in their best areas during their short youth."
Criticism regarding content quality has also surfaced. Another user pointed out, "Eight out of ten videos are meaningless content," while another remarked, "There is too much unpleasant and absurd content on social media." Concerns have been raised about the increase in low-quality videos and advertisements generated by AI. One user stated, "With the overflow of meaningless videos and AI-generated content, the quality is deteriorating."
There are also complaints about the use of AI in content creation. One user noted, "Most short videos are either low-quality content created by AI or translated Chinese videos read by AI voices, so we shouldn't take pride in the increase in video numbers." Another user cautioned, "Short videos should convey concise content, but editing long videos into shorter formats can lead to misunderstandings among viewers."
Meanwhile, short videos have already become a significant part of content consumption for Vietnamese users. As production volume and international viewership grow rapidly, issues surrounding viewing time, content quality, and youth addiction are also coming to the forefront. Discussions about how long users are consuming videos and the types of content they engage with are expected to continue in Vietnamese society.
* This article has been translated by AI.
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