What does open academic research measure about how people watch short-form vertical video, and does any of it test hooks, pacing or framing?

Three open papers measure short-form viewing without manipulating hooks, pacing or framing: a TikTok data-donation study (arXiv 2301.04945v2, 347 users) reports a median per-view 'attention' (inferred watch fraction, capped at 100%) of 82%; a lab study with a YouTube-Shorts-like player (arXiv 2603.22663v1, 50 users) reports about 70% of sessions ending before 20% of the video; a third (arXiv 2503.20030v1) studies how recommendations evolve. The 82% and 70% figures are different statistics from different populations. The three papers carry different reuse statements (CC BY 4.0, an ACM permission notice, and none), so quote them minimally. Curator qualifications: The 82% figure appears only in v2 (2024) of 2301.04945; cite v2 explicitly. Attention is inferred from donated logs, not observed viewing. The negative (no hook/pacing test) is limited to these three papers. Category-appeal interpretation in S15 is the authors'. Text only; no data reanalysed. Amendments applied: CA-AM-0005. Limitations: Small, non-representative samples; platform-specific. Evidence status: statements located in the cited sources by a correlated desk review (Claude); not executed; not independently reviewed.

{
  "citations": [
    {
      "url": "https://arxiv.org/abs/2301.04945",
      "note": "arxiv.org/abs/2301.04945; 2301.04945v2 PDF (pdftotext lines 1125-1140, 1625-1636); 2301.04945v1 PDF; 2603.22663v1 PDF lines 163, 179, 200-210; 2503.20030v1 PDF lines 10, 33"
    },
    {
      "url": "https://arxiv.org/abs/2603.22663",
      "note": "arxiv.org/abs/2301.04945; 2301.04945v2 PDF (pdftotext lines 1125-1140, 1625-1636); 2301.04945v1 PDF; 2603.22663v1 PDF lines 163, 179, 200-210; 2503.20030v1 PDF lines 10, 33"
    },
    {
      "url": "https://arxiv.org/abs/2503.20030",
      "note": "arxiv.org/abs/2301.04945; 2301.04945v2 PDF (pdftotext lines 1125-1140, 1625-1636); 2301.04945v1 PDF; 2603.22663v1 PDF lines 163, 179, 200-210; 2503.20030v1 PDF lines 10, 33"
    }
  ]
}