People are so used to consuming content at double speed that normal playback is now ‘too slow’

The nation increasingly hits fast-forward on everything from TikToks to TV intros, according to new research

It appears we're becoming a nation obsessed with consuming content as quickly as possible, with new research revealing that the fast-forward button is getting more use than ever.

In fact, three in ten Gen Z Brits admit videos now feel too slow when played at their intended speed, suggesting that watching something at normal speed is increasingly becoming the exception rather than the rule.

And our appetite for faster content is only growing.

Half of Gen Z say they're using increased playback speeds more often than they did two years ago, while more than three quarters (76%) admit to speeding through content in some form.

But it's not just younger generations getting in on the act.

More than half (53%) of Millennials also admit to speeding through content, alongside 23% of Gen X and even 12% of Boomers.

Perhaps most surprisingly, even the shortest videos aren't short enough anymore.

Despite TikToks and Instagram Reels being designed for quick consumption, a third (33%) of Gen Z regularly speed them up to get through them even faster.

Meanwhile, 44% skip adverts to get straight to the content, 35% skip TV programme intros and 28% fast-forward through recaps.

More than a quarter (26%) also speed up tutorials or watch them at double speed, suggesting that even when we're trying to learn something new, we want the information delivered as quickly as possible.

And if something doesn't grab our attention immediately, we're not sticking around.

According to the research, commissioned by Sky Broadband, more than one in five Brits (22%) abandon content if it fails to capture their attention within five seconds or less.

The need for speed doesn't stop when we put our phones down, either.

One in four Brits (26%) admit they've asked someone to get to the point while telling a story, while almost a fifth (18%) have pretended to watch a video someone sent them.

That figure rises to 24% among Gen Z.

A third (33%) of younger Brits also admit to skimming long articles for the key information, while 26% check restaurant menus before arriving and 19% powerwalk around the supermarket.

And it seems we're becoming increasingly frustrated by anything that forces us to slow down.

Almost half of Brits would like to cut down the time they spend sitting in traffic (48%) or being put on hold (48%), while 43% would happily skip waiting for delayed trains or flights.

But the trend isn't necessarily just about shrinking attention spans.

One in five (21%) say faster playback helps them get through educational content more quickly, while 16% use it to fit useful content around busy schedules.

Another 20% say speeding up or skipping content makes them feel more in control of their time.

There are, however, some things we're still happy to take at a slower pace.

More than half (56%) prefer to watch TV shows and films at their regular speed, suggesting there's still room for a bit of suspense, even in a world obsessed with instant gratification.

What Brits are less willing to tolerate, though, is waiting for their technology to catch up.

Almost one in five Millennials (19%) say waiting for their broadband is more frustrating than queuing at the shops, while nearly a quarter (24%) of Brits say unstable Wi-Fi can take the enjoyment out of watching their favourite content.

And 18% admit they've become so accustomed to accessing content instantly that waiting now feels more frustrating than it used to.

To highlight the nation's growing obsession with speed, Sky Broadband has teamed up with Britain's fastest woman, Amy Hunt, for a tongue-in-cheek film showing her struggling with everyday delays, from slow coffee queues to never-ending nail appointments.

Hunt, who admits she's partial to the fast-forward button herself, said: "When you train for a living, every second counts, so patience has never really been my strong suit. I like to think I live life at 2x speed."

The campaign highlights Sky Broadband's Full Fibre 5Gbps service, which offers speeds of up to 5Gbps through its Gigafast+ hub, powered by Wi-Fi 7 technology.

Ben Case, Managing Director of Connectivity at Sky, said: "Life moves fast, and your broadband should keep up. Almost a quarter (24%) of Brits say unstable Wi-Fi can take the enjoyment out of watching their favourite content, but with Sky Broadband's fastest speed of 5Gbps, busy households can stream and download seamlessly without their connection holding them back."

So while we might not be able to fast-forward through traffic jams, supermarket queues or someone telling a painfully long story, it seems we're increasingly determined to speed through everything we can control.