YouTube, the leading platform for sharing videos worldwide, marks its 20th year of existence this year. Starting out in 2005 as a platform for amateur video makers, it has transformed into a worldwide powerhouse, competing closely with conventional entertainment centers. Nowadays, YouTube promotes itself as the “new Hollywood,” where professional content creators and influencers attract vast audiences, frequently surpassing film and TV industry giants. As an illustration, in 2024, the platform’s top creator, MrBeast, garnered 762 million views on a single video—almost equaling the total number of cinema tickets sold throughout the US and Canada that year.
However, beneath this slick and commercial facade exists a hidden realm that remains mostly unnoticed by the platform’s algorithms and unseen by the majority of its users. This extensive, overlooked aspect of YouTube includes millions of videos—seldom viewed, unrefined, and far from the content that fills our recommendation lists. These videos, although they appear insignificant, offer an intriguing view into the daily lives of individuals from around the world, highlighting the platform’s initial aim as a means for personal expression.
An unseen realm of neglected videos
A hidden world of forgotten videos
Though YouTube is often associated with viral hits and high-production content, the majority of its estimated 14.8 billion videos have been viewed fewer than 50 times. Researchers from the Initiative for Digital Public Infrastructure at the University of Massachusetts Amherst recently conducted one of the first large-scale studies of YouTube’s lesser-seen side. By building a tool to randomly sample videos across the platform, they uncovered an alternate reality of YouTube—one that is rarely touched by the recommendation algorithm.
A researcher came across a video from 2020 in which a man merely recorded the snowfall outside his window over a span of 19 minutes. With just two views before being found, the video epitomizes the simplicity of YouTube’s unseen realm. The man softly narrates as a bird lands on a fence, with the faint noise of a TV murmuring in the background. Though nothing major occurs, it captures a serene moment that might otherwise go unnoticed amidst the increasingly curated and performance-focused digital landscape.
Why YouTube’s overlooked side is important
To McGrady and his team, these neglected videos showcase an aspect of YouTube that more accurately reflects its societal role compared to its widely popular content. “We often view YouTube as a platform for influencers and professional creators,” McGrady states. “However, in truth, it serves as an essential component of digital infrastructure—a medium that millions of everyday individuals utilize to communicate, document, and connect.”
The research revealed that the median YouTube video has only been viewed 41 times, while videos with over 130 views are in the top third of the platform’s most popular content. These figures underscore how much of YouTube exists beyond the algorithm’s focus, serving as a venue for personal expression rather than public performance. Ethan Zuckerman, the director of the research effort, contends that this aspect of YouTube deserves attention. “We often assume that the sole purpose of social media is to become an influencer or to go viral, but that’s a limited perspective,” he notes. “For many people, YouTube is simply a means to share a piece of their lives.”
The changing purpose of YouTube
The evolution of YouTube’s purpose
Nevertheless, this move towards professionalization has eclipsed the platform’s initial mission as a place for unfiltered self-expression. The researchers’ findings indicate that, although viral videos and slick productions often dominate discussions about YouTube, they only account for a small portion of the platform’s actual content. Most videos are produced by individuals with no desire to become famous or profit from their work. Rather, they use YouTube as a digital repository, a means of communication, or a creative outlet.
For instance, one researcher discovered a video uploaded by a woman named Emily, filmed in her college dorm in 2008. The video, named “sw33t tats,” captures Emily and her sister laughing as they draw temporary tattoos on each other using markers. Although the footage is blurry and lacks a clear purpose, it functions as a time capsule of a particular moment in Emily’s life. When asked about it years later, Emily confessed she had forgotten its existence. “I uploaded it to clear up space on my hard drive,” she explained. “It’s amusing and quirky. I’m glad it’s still there.”
For example, one researcher found a video uploaded by a woman named Emily, recorded in her college dorm room in 2008. The video, titled “sw33t tats,” shows Emily and her sister laughing as they draw fake tattoos on each other with markers. With blurry footage and no clear purpose, the video seems trivial, yet it serves as a time capsule of a specific moment in Emily’s life. When asked about it years later, Emily admitted she had forgotten it existed. “I uploaded it to free up space on my hard drive,” she said. “It’s funny and weird. I’m glad it’s still there.”
YouTube’s algorithm is pivotal in deciding what content users encounter on the platform. Engineered to highlight videos that boost engagement, the algorithm frequently favors those with high production quality, emotional impact, or viral potential. Although this mechanism has enabled creators to amass large audiences and transformed YouTube into a worldwide entertainment center, it has also rendered the majority of platform videos almost invisible.
YouTube states that the algorithm’s goal is to assist users in finding videos that match their interests, whether those videos have six views or six million. “The magic of YouTube is that it allows anyone, regardless of their starting point, to share their voice with the world,” a company spokesperson notes. However, critics argue that the algorithm’s emphasis on engagement has facilitated the spread of harmful content, such as misinformation and divisive rhetoric, by encouraging sensationalism and controversy.
According to YouTube, the algorithm’s purpose is to help users discover videos that align with their interests, whether those videos have six views or six million. “The magic of YouTube is that it allows anyone, regardless of their starting point, to share their voice with the world,” says a company spokesperson. However, critics argue that the algorithm’s focus on engagement has contributed to the rise of harmful content, including misinformation and divisive rhetoric, by rewarding sensationalism and controversy.
An Insight into Daily Life
Delving into YouTube’s hidden world is both intriguing and enlightening. The platform’s less-visible side brims with small, daily moments that may appear trivial but together create a vibrant mosaic of human experience. From a man residing in his car chronicling his journey to a young ballerina performing on stage, these videos encapsulate the beauty and intricacy of everyday life.
For some creators, like Bill “The WoofDriver” Hellman, YouTube serves as a platform to share their passions with a wider audience. Hellman, a 58-year-old dog lover, has spent years capturing his adventures with his four Siberian huskies, producing over 2,400 videos in the process. Despite dedicating substantial effort to his content—including original music and drone footage—Hellman’s channel has a modest following, with many videos attracting only a few views. “I don’t attract a big audience most of the time, but that doesn’t bother me,” he states. “I just do it because of the joy it brings me and my dogs.”
The underappreciated worth of YouTube’s quiet side
While YouTube’s most notable content frequently ignites debates about misinformation, extremism, and harmful stereotypes, its hidden world serves as a contrast. The great majority of videos on the platform are neutral or predominantly positive, illustrating the everyday yet meaningful ways people use technology to share their lives. These videos remind us that, beyond the polished front of viral content, YouTube continues to be a platform for creativity, connection, and personal expression.
While YouTube’s most visible content often sparks debates about misinformation, extremism, and harmful stereotypes, its hidden world provides a counterpoint. The vast majority of videos on the platform are neutral or overwhelmingly positive, showcasing the mundane yet meaningful ways people use technology to share their lives. These videos remind us that, beyond the polished façade of viral content, YouTube remains a space for creativity, connection, and self-expression.
As YouTube enters its third decade, its hidden world serves as a powerful reminder of the platform’s original purpose. In an era where social media is often criticized for its negative impact, these forgotten videos highlight the quieter, more personal side of the internet—a space where content doesn’t have to perform but can simply exist.
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