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
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 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.
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.
The Importance of YouTube’s Overlooked Side
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 been viewed only 41 times, while those exceeding 130 views are among the platform’s top third most popular content. These statistics emphasize how much of YouTube operates beyond the reach of the algorithm, serving as a haven for personal expression rather than public performance. Ethan Zuckerman, the head of the research initiative, asserts that this dimension of YouTube should not be disregarded. “We often presume that the sole purpose of social media is to become an influencer or achieve virality, but that’s a limited perspective,” he remarks. “For many, YouTube is merely a means to share a slice of their lives.”
The changing purpose of YouTube
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.
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.
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.
The Influence of the Algorithm on YouTube
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 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.
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, 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.”
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.
