Why is my if statement always evaluating to false within a switch statement?

My if statement always evaluates to false within the my switch statement. I tried using boolean variables and now just numerics and I get the same result. The if statement isn't working.

#!/bin/bash

hidden=1

while true; do

    read -sn 1 input

    case $input in
        q ) 
                ;;
        n )     
                ;;
        h )     if ! [ $hidden ]; then  # hide video
                    echo "hidden (false): $hidden"
                    hidden=1
                else    # show video
                    echo "hidden (true): $hidden"
                    hidden=0
                fi
                ;;
        '' )    ;;
        \? );;  
    esac

done
exit 0

If I run it and press "h" a few times I get..

hidden (true): 1
hidden (true): 0
hidden (true): 0
hidden (true): 0

Why does my if statement always evaluate to false?