For more than a decade we have followed what we have called the Battle for Consumer Time – the ongoing competition by media and technology companies, social media platforms, content providers, Hollywood studios, streamers, gaming companies, publishers, marketers and influencers for individuals’ attention, as that attention has been divided, subdivided and spread thin. Today, viewers want entertainment that is constantly new and fast paced, and this desire for novelty and speed is not only for entertainment on TV: audiences’ patience for sitting in a theater seat also is shrinking. Mobile phone engagement has evolved, with people now deciding within three seconds whether a TikTok video is worth watching. The impatience of digitally trained individuals seeking short content is in the process of upending the entertainment industry.