A loading trick

Sora have a loading trick to help the “similar” content feel endless. They’ll load a few, and if you swipe to see the second, they’ll immediately load more.

Behind this Bite

i.e., if they loaded 10 “similar” videos for everything, it’d feel really slow.

AI insights

Insights

Doherty Threshold shows that slow interfaces bore people. Sora's trick loads more content only when needed, so users rarely wait, which keeps attention and lowers frustration.
Progressive Disclosure means revealing complexity gradually. Sora loads extra videos only after the user swipes, so the feed feels endless without overwhelming users upfront.
Cognitive Drift is when users lose focus if a wait is too long. Sora’s instant loading keeps users engaged, so they don’t lose interest or abandon the feed.
YouTube uses sequential lazy loading by showing key info first, then images. Both Sora and YouTube break up loading into small steps so the experience feels faster and smoother.
Goodreads shows quotes while loading to make waiting feel lighter. Sora’s approach is different, but both aim to reduce discomfort and boost enjoyment during loading moments.