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.
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 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.
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.
Why YouTube’s overlooked side is important
Why this forgotten side of YouTube matters
For McGrady and his colleagues, these overlooked videos reveal a side of YouTube that is far more representative of its role in society than the platform’s most popular content. “We often think of YouTube as a space for influencers and professional creators,” McGrady explains. “But in reality, it’s also a critical piece of digital infrastructure—a tool that millions of ordinary people use to communicate, document, and connect.”
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.
When YouTube launched in 2005, it served as a revolutionary platform for user-generated content. Early creators uploaded videos to share personal moments, experiment creatively, or connect with niche audiences. Over time, the platform evolved, introducing features like monetization and algorithms designed to maximize watch time and engagement. As a result, content creation became more professionalized, with the most successful creators investing heavily in production quality and marketing strategies.
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.”
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.
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.
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.
Exploring YouTube’s concealed realm is both intriguing and thought-provoking. The platform’s less visible side is abundant with simple, everyday moments that might appear trivial, but together, they create a rich tapestry of human experience. From a man living in his car chronicling his journey to a young ballerina performing on stage, these videos capture the beauty and intricacy of ordinary 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
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.
