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.
YouTube, the world’s largest video-sharing platform, is celebrating its 20th anniversary this year. From its humble beginnings in 2005 as a space for amateur creators, it has grown into a global giant, one that now rivals traditional entertainment hubs. Today, YouTube brands itself as the “new Hollywood,” with professional creators and influencers drawing massive audiences, often outshining film studios and TV networks. For example, in 2024, the platform’s most popular creator, MrBeast, amassed 762 million views on a single video—nearly as many as the total cinema tickets sold across the US and Canada combined that year.
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.
Ryan McGrady, a lead researcher participating in the study, depicts this concealed ecosystem as a digital attic overflowing with overlooked memories. These videos are typically very personal, made not to entertain the public but to capture memories, celebrate small accomplishments, or connect with friends and family. Much of this content is ordinary, such as a bride getting ready for a photo shoot, a dashcam video from a car in a parking lot, or a brief clip of someone practicing martial arts. Yet, these videos provide an unfiltered, authentic glimpse into human life, free from the pressures of likes, views, and monetization.
Ryan McGrady, a senior researcher involved in the study, describes this hidden ecosystem as a digital attic filled with forgotten moments. These videos are often deeply personal, created not to entertain strangers but to document memories, share small victories, or communicate with close friends and family. Most of this content is mundane, like a bride preparing for a photo shoot, a dashcam recording from a car in a parking lot, or a short clip of someone practicing martial arts. Yet, these videos offer a raw and unfiltered snapshot of human life, devoid of the pressures of likes, views, and monetization.
One researcher stumbled upon a video from 2020 where a man simply filmed the snow falling outside his window for 19 minutes. With only two views before it was discovered, the video embodies the simplicity of YouTube’s hidden world. The man quietly narrates as a bird lands on a fence, the sound of a TV murmuring in the background. Nothing significant happens, yet it captures a peaceful moment that would otherwise go unnoticed in an increasingly curated and performance-driven online landscape.
To McGrady and his team, these unnoticed videos unveil a facet of YouTube that better reflects its societal role compared to the platform’s most renowned content. “We usually perceive YouTube as a domain for influencers and professional content creators,” McGrady points out. “Yet, in truth, it is also an essential part of digital infrastructure—a resource that millions of everyday individuals use for communication, documentation, and connection.”
For McGrady and his colleagues, these overlooked videos reveal a side of YouTube that is far more representative of its role in society than the platform’s most popular content. “We often think of YouTube as a space for influencers and professional creators,” McGrady explains. “But in reality, it’s also a critical piece of digital infrastructure—a tool that millions of ordinary people use to communicate, document, and connect.”
The study found that the median YouTube video has been watched just 41 times, with videos crossing 130 views ranking in the top third of the platform’s most popular content. These numbers highlight how much of YouTube exists outside the algorithm’s spotlight, functioning as a space for personal expression rather than public performance. Ethan Zuckerman, the director of the research initiative, argues that this side of YouTube should not be overlooked. “We tend to assume that the only reason to use social media is to become an influencer or go viral, but that’s a narrow way to think about it,” he says. “For many, YouTube is simply a way to share a part of their lives.”
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.
When YouTube launched in 2005, it served as a revolutionary platform for user-generated content. Early creators uploaded videos to share personal moments, experiment creatively, or connect with niche audiences. Over time, the platform evolved, introducing features like monetization and algorithms designed to maximize watch time and engagement. As a result, content creation became more professionalized, with the most successful creators investing heavily in production quality and marketing strategies.
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.”
How the algorithm influences YouTube content
YouTube’s algorithm is crucial in shaping what users encounter on the platform. Crafted to highlight content that maximizes engagement, the algorithm frequently favors videos with high production standards, strong emotional appeal, or viral potential. While this system has enabled creators to amass large followings and transformed YouTube into a worldwide entertainment center, it has also rendered the majority of videos on the platform nearly 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.
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.
Exploring YouTube’s hidden world is both fascinating and humbling. The platform’s lesser-seen side is filled with small, everyday moments that might seem insignificant but collectively form a rich tapestry of human experience. From a man living in his car documenting his journey to a young ballerina performing on stage, these videos capture the beauty and complexity of ordinary life.
The underappreciated worth of YouTube’s quiet side
The overlooked value of YouTube’s quiet side
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.
