Douyin Tries to Curb Addiction with New Features Under Government Pressure
Douyin, the Chinese equivalent of TikTok, is taking steps to make its platform less engaging and less addictive, a move seemingly driven by government concerns about excessive screen time among its young users. The popular video-sharing app, owned by ByteDance, is introducing new features designed to disrupt binge-watching and encourage users to disconnect from the digital world, even if only for a few seconds at a time.
These changes come at a time of increased government scrutiny over online platforms and their potential to foster addictive behaviors. The Chinese government has expressed growing concern about the impact of algorithm-driven content on young people, and the potential for these platforms to amplify information and ideologies that challenge the state’s control.
The most notable new feature implemented by Douyin is the forced interruption of user’s viewing experience. When a user has been watching videos for a certain amount of time, which remains unspecified, the app will display a five-second public service announcement (PSA). These PSAs, created in partnership with the Chinese band Phoenix Legend, cannot be skipped or closed. They feature generic recommendations such as "put down the phone," "go to bed," or "get ready for work tomorrow." The messages are deliberately mundane and counterintuitive, reminding users of the very activities they are likely trying to avoid by using the app in the first place.
This intervention is a clear attempt to break the hypnotic spell of the endless scroll and nudge users towards more "real-world" activities. While the effectiveness of such brief and generic messages is debatable, it demonstrates Douyin’s willingness to comply with government pressure and address concerns about addiction.
This isn’t the first time Douyin has taken steps to limit screen time for young users. The app recently introduced a "strictest ever" setting for teenagers under 14, limiting their usage to just 40 minutes per day and restricting access to the app between the hours of 10 pm and 6 am. These measures reflect the growing anxiety among Chinese authorities about the impact of social media on the well-being of young people.
The Chinese government has been increasingly vocal about its concerns regarding algorithm-driven content. Officials are wary of the power of these algorithms to shape public opinion and disseminate information that may be at odds with the state’s agenda. In September, the government announced a three-year plan to rein in content recommendation algorithms and strengthen its control over online discourse.
This plan underscores the government’s desire to maintain a firm grip on the flow of information and ensure that online platforms align with its ideological goals. By regulating algorithms, the government seeks to prevent the spread of dissenting voices and promote a narrative that supports the Communist Party’s leadership.
The moves by Douyin to curb addiction can be seen as a response to this broader regulatory environment. By proactively addressing concerns about screen time and algorithm-driven content, the company hopes to avoid further government intervention and maintain its position as a leading social media platform in China.
However, the effectiveness of these measures remains to be seen. Users may find ways to circumvent the restrictions or switch to other platforms that offer fewer limitations. Ultimately, the success of Douyin’s efforts will depend on its ability to strike a balance between complying with government regulations and maintaining a user experience that remains engaging and enjoyable.
The situation highlights the complex relationship between technology companies and governments in China. While these companies have achieved remarkable success in recent years, they operate within a tightly controlled environment where the government has the power to shape their business practices and influence their content. As the Chinese government continues to tighten its grip on the internet, it is likely that other tech companies will face similar pressures to curb addiction and align their platforms with the state’s ideological goals.
The changes also bring up a wider discussion about personal freedom and the role of technology companies and governments in influencing individual behavior. Where is the line between encouraging healthy habits and interfering with personal choices? While it is clear the Chinese government is attempting to steer online behaviour to align with its wider goals, the impact on citizens and on technology remains to be seen.
