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, 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
Ryan McGrady, a lead researcher in the study, refers to this concealed ecosystem as a digital attic packed with overlooked moments. These videos are typically very personal, crafted not for public amusement but to capture memories, celebrate minor successes, or interact with close friends and family. Much of this content is ordinary, such as a bride getting ready for a photo shoot, a dashcam video from a parked car, or a brief clip of someone practicing martial arts. Nevertheless, these videos present an unrefined and genuine glimpse of human life, free from the strain of likes, views, and monetization.
A researcher came across a video from 2020 where a man just recorded the snowfall outside his window for 19 minutes. With just two views before it was found, the video captures the essence of YouTube’s concealed realm. The man quietly comments as a bird settles on a fence, with the faint sound of a TV in the background. While nothing remarkable occurs, it encapsulates a tranquil moment that might otherwise be overlooked in today’s increasingly curated and performance-centric digital world.
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
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.
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.”
How the algorithm influences YouTube content
The role of the algorithm in shaping YouTube
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 enables anyone, regardless of where they begin, to share their voice with the world,” a company spokesperson notes. However, critics contend that the algorithm’s emphasis on engagement has fueled the spread of harmful content, such as misinformation and divisive rhetoric, by incentivizing sensationalism and controversy.
Conversely, YouTube’s concealed realm is unaffected by these dynamics. Free from the constraints of performance metrics, these videos provide a more genuine and personal glimpse into human life. They illustrate how individuals use technology to record their experiences, share memories, and forge connections in ways often ignored in social media conversations.
In contrast, YouTube’s hidden world remains untouched by these dynamics. Without the pressures of performance metrics, these videos offer a more authentic and intimate view of human life. They reveal how people use technology to document their lives, share memories, and connect with others in ways that are often overlooked in discussions about social media.
A glimpse into everyday life
For some creators, such as Bill “The WoofDriver” Hellman, YouTube serves as a platform to share their passions with the world. Hellman, a 58-year-old dog lover, has spent years capturing his adventures with his four Siberian huskies, producing over 2,400 videos along the way. Despite investing considerable effort into his content—including original music and drone footage—Hellman’s channel maintains a modest following, with many videos attracting only a few views. “I don’t get a large audience most of the time, but that doesn’t bother me,” he remarks. “I just do it for 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.”
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.
