YouTube, the biggest platform for video sharing worldwide, marks its 20th anniversary this year. Starting in 2005 as a place for amateur video makers, it’s transformed into a global powerhouse, now competing with traditional entertainment industries. Currently, YouTube positions itself as the “new Hollywood,” with professional content makers and influencers attracting huge audiences, often overshadowing film studios and television networks. For instance, in 2024, the platform’s top creator, MrBeast, garnered 762 million views on one video—almost equivalent to the total number of cinema tickets sold across the US and Canada in that year.
However, below this sleek and commercial front lies an obscure realm, mostly unaffected by the platform’s algorithms and unseen by the majority. This expansive, overlooked aspect of YouTube is made up of millions of videos—seldom viewed, raw, and distant from the mainstream content filling our recommendation feeds. Though these videos might appear trivial, they offer an intriguing insight into the daily lives of individuals globally, highlighting the platform’s initial goal as a medium for personal expression.
An unseen realm of neglected videos
While YouTube is commonly linked with trending content and high-quality productions, most of its approximately 14.8 billion videos have been watched less than 50 times. Researchers from the Initiative for Digital Public Infrastructure at the University of Massachusetts Amherst have recently carried out one of the pioneering large-scale investigations into YouTube’s less-visible side. By creating a tool to randomly select videos throughout the platform, they revealed a different reality of YouTube—one that the recommendation algorithm seldom reaches.
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 Role of YouTube
When YouTube debuted in 2005, it was a groundbreaking platform for user-generated content. In its early days, creators uploaded videos to share personal experiences, explore creative ideas, or connect with specific audiences. Gradually, the platform transformed, adding features such as monetization and algorithms aimed at boosting watch time and engagement. This led to a shift towards professionalized content creation, where top creators invested significantly in production quality and promotional tactics.
Nonetheless, this move towards professionalization has eclipsed the platform’s initial goal as a venue for genuine self-expression. The findings from the researchers indicate that, although viral clips and polished productions dominate public discourse about YouTube, they make up only a small portion of the platform’s actual content. Most videos are made by people who have no interest in achieving fame or making money from their creations. Instead, they utilize YouTube as a digital archive, a communication method, or a creative platform.
For instance, a researcher discovered a video posted by a woman named Emily, filmed in her college dorm room in 2008. The video, titled “sw33t tats,” features Emily and her sister giggling as they draw fake tattoos on each other with markers. With its blurry visuals and lack of a clear objective, the video may appear insignificant, yet it acts as a time capsule of a particular moment in Emily’s life. When asked about it years later, Emily confessed she had forgotten it was there. “I uploaded it to free up space on my hard drive,” she mentioned. “It’s funny and weird. I’m glad it’s still there.”
How the algorithm influences YouTube content
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’s algorithm plays a central role in determining what users see on the platform. Designed to prioritize content that maximizes engagement, the algorithm often promotes videos with high production value, emotional appeal, or the potential to go viral. While this system has helped creators build massive audiences and turned YouTube into a global entertainment hub, it has also made the majority of videos on the platform nearly invisible.
Conversely, YouTube’s hidden realm remains unaffected by these influences. Without the stress of performance metrics, these videos provide a more genuine and personal glimpse into human life. They demonstrate how individuals use technology to capture their lives, share memories, and connect with others in ways often neglected in conversations about social media.
An Insight into Daily Life
Exploring YouTube’s concealed realm is both intriguing and thought-provoking. The platform’s less visible side is abundant with simple, everyday moments that might appear trivial, but together, they create a rich tapestry of human experience. From a man living in his car chronicling his journey to a young ballerina performing on stage, these videos capture the beauty and intricacy of ordinary 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.”
For some creators, like Bill “The WoofDriver” Hellman, YouTube is a way to share their passions with the world. Hellman, a 58-year-old dog enthusiast, has spent years documenting his adventures with his four Siberian huskies, creating over 2,400 videos in the process. Despite putting significant effort into his content—including original music and drone footage—Hellman’s channel has a modest audience, with many videos receiving only a handful of views. “I don’t get a big audience most of the time, but that doesn’t bother me,” he says. “I just do it because of the joy it brings me and my dogs.”
While YouTube’s most prominent content frequently ignites discussions about misinformation, extremism, and harmful stereotypes, its hidden realm offers a contrast. The vast majority of videos on the platform are neutral or highly positive, highlighting the ordinary yet meaningful ways people use technology to share their lives. These videos remind us that, beyond the polished veneer of viral content, YouTube continues to be a space for creativity, connection, and self-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.
