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.
Yet, beneath this polished and commercialized surface lies a hidden world that remains largely untouched by the platform’s algorithms and invisible to most users. This vast, forgotten side of YouTube consists of millions of videos—rarely watched, unpolished, and far removed from the content that dominates our recommendation feeds. These videos, while seemingly insignificant, provide a fascinating glimpse into the everyday lives of people worldwide, showcasing the platform’s original purpose as a tool for self-expression.
Although YouTube is commonly linked with viral sensations and high-quality productions, most of its estimated 14.8 billion videos have been watched fewer than 50 times. Researchers from the Initiative for Digital Public Infrastructure at the University of Massachusetts Amherst recently carried out one of the initial large-scale studies of YouTube’s less-viewed aspect. By developing a tool to randomly sample videos from across the platform, they discovered an alternative reality of YouTube—one rarely influenced by its recommendation algorithm.
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 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.
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.
Why this forgotten side of YouTube matters
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.
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.”
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 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.
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.”
The underappreciated worth of YouTube’s quiet side
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.