The New Currency of the Digital Economy: Attention
In 2025, attention has become one of the most contested assets in the digital age. A Bain & Company report, although published in 2024, presents data that remain relevant: 75% of people consume media while multitasking, and more than 60% split their focus across multiple formats at once. For anyone building digital products, from startups to major platforms, the competition is no longer just for users, but for seconds of concentration.
This growing distraction is reshaping how businesses are built and scaled. Instead of trying to reach everyone, startups are learning to speak to those who truly listen. That’s the logic of niche markets: the more saturated the environment, the more valuable a small but deeply engaged community becomes. Attention, once a marketing metric, is now part of the product itself.
At the same time, brands and creators are experimenting with new ways to win in the “attention economy”. According to the Parel Creative Report (2025), the content that best retains audiences fits the natural rhythm of consumption: short videos, interactive experiences, and personalized storytelling. The rule is simple: it’s not about shouting louder, but about building consistent presence in small, meaningful doses.
Ultimately, the attention economy isn’t about fighting for time, but earning relevance. In a world where everyone has something to say, startups that learn to connect genuinely with their audiences are the ones turning fleeting moments of attention into lasting relationships.
