The difference between attention and time spent paying attention is the erosion rate of a creator’s long-form content.

For example, the average video on YouTube is around 4 minutes. The average blog post is no longer than 200 words. The average podcast is around 45 minutes to an hour.

As audience attention spans wane and decline, there is less and less interest (or care on the part of audiences) in the expense to creators of the sunk costs of making long-form content. The sunk cost is the video editing suites, the cameras, the time spent editing 20 minutes of digital footage into 4 minutes of something that someone might click through.

The sunk cost is the time spent writing, the computer and writing software, and the time spent uploading the blog post for something that someone might skim through.

The sunk cost is the time spent finding a person with a perspective that is interesting, then connecting with that person, interviewing that person for an hour, and then editing, posting, and distributing the audio that someone might listen to with half an ear for around 20 minutes.

And we haven’t even gotten into the fact that repeating the processes for all three forms of long-form content (audio, video, and written) takes time as well.

But these are still sunk costs.

The erosion rate of your content matters if you are a creator of content. But it should matter to you more as a consumer of content. As a consumer of content, connecting with creators that you care about, and supporting them by writing them, contacting them, and talking about them to others, matters more for the creation of more content.

It also reduces erosion rate and brings more value to the content for you the consumer.