Who has time to watch a 4-hour YouTube video? Millions of us, it turns out

runtimes. Because nerds are gonna nerd, and well-made work draws an audience, even if it's a time commitment., and here was someone who’d actually experienced the, um, experience. But then I saw the video’s running time – four hours and five minutes! – and I closed the tab faster than I do whenever the algorithm wants to show me some dumbass trying to pick up a cobra.

Who has the kind of time, I wondered, to sit around and watch YouTube for half the damn workday? In this, the era of TikTok? And Reels? And in what is, we have all been repeatedly assured, a time of shrinking attention spans? In the case of Nicholson’s Starcruiser video, millions and millions of people have the time, it turns out. And she’s not alone: Over the past few years, you may have noticed YouTube suggesting videos to you so long they makeIn my feed, most of these take the form of disquietingly deep – and often critical – dives into various aspects of nerdy pop culture.

It’s not hard to understand why this is happening. Nerds gonna nerd, after all. We love what we love, and we’re prepared to corner you at a party, maybe over by the onion dip, and talk to you And of course the YouTube monetization model prizes every precious minute it gets to spend with those delicious eyeballs of yours. Passion + Profit-Seeking is a powerful motivator; these videos will keep coming.Or, if you truly believe in the marketplace of ideas, maybe they won’t.

But there’s no denying that a shift is happening. TikTok itself – that online smithy wherein memes get forged and hammered – isI choose to be heartened by the rise of long-form video. Or more specifically: By the willingness of people to watch a single video for hours on end. It suggests that quality of work continues to matter – you do, after all, still have to earn all those extra minutes of our attention.

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