Oxford University Press said the phrase "brain rot" gained "new prominence in 2024," with its frequency of use increasing 230% from the year before.

Oxford University Press names "brain rot" as its 2024 word of the year in a nod to modern scrolling habits. "The term has taken on new significance in the digital age."

Oxford University Press has named “brain rot” its word of the year. It's defined as “the supposed deterioration of a person’s mental or intellectual state,” especially from consuming too much low-grade online content.