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.
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
A hidden world of forgotten videos
Though YouTube is often associated with viral hits and high-production content, the majority of its estimated 14.8 billion videos have been viewed fewer than 50 times. Researchers from the Initiative for Digital Public Infrastructure at the University of Massachusetts Amherst recently conducted one of the first large-scale studies of YouTube’s lesser-seen side. By building a tool to randomly sample videos across the platform, they uncovered an alternate reality of YouTube—one that is rarely touched by the recommendation algorithm.
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.
Why this forgotten side of YouTube matters
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 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.
How the algorithm influences YouTube content
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
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.
