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 overlooked 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.
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.
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.”
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 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 acted as a groundbreaking platform for user-generated content. Initial creators posted videos to share personal experiences, explore creative ideas, or engage with specific audiences. Over the years, the platform has transformed, introducing elements like monetization and algorithms aimed at increasing watch time and engagement. Consequently, content creation has become more professional, with the most successful creators investing significantly in production quality and marketing 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.
However, this shift toward professionalization has overshadowed the platform’s original purpose as a space for unfiltered self-expression. The researchers’ findings suggest that, while viral videos and polished productions dominate public conversations about YouTube, they represent only a fraction of the platform’s true content. The majority of videos are created by individuals with no intention of becoming famous or monetizing their work. Instead, they use YouTube as a digital storage space, a communication tool, or a creative outlet.
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.”
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 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.”
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.
