The effect had already played out in other parts of the internet, where user-generated content reigns. On YouTube, the site’s algorithm gradually started to reward creators according to watch time, thinking that a longer time spent on a video meant it was engaging enough to be displayed higher in searches and recommendations. In response, those seeking fame on the site stopped making short skits and started making 15-minute makeup tutorial videos and hour-long debates about video game characters, so they could be displayed in rankings more prominently and slot in more ads. YouTube also
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