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.
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.
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.
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 neglected videos showcase an aspect of YouTube that more accurately reflects its societal role compared to its widely popular content. “We often view YouTube as a platform for influencers and professional creators,” McGrady states. “However, in truth, it serves as an essential component of digital infrastructure—a medium that millions of everyday individuals utilize to communicate, document, and connect.”
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
The evolution of YouTube’s purpose
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.
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’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 hidden realm remains unaffected by these influences. Without the stress of performance metrics, these videos provide a more genuine and personal glimpse into human life. They demonstrate how individuals use technology to capture their lives, share memories, and connect with others in ways often neglected in conversations about social media.
An Insight into Daily Life
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.
Exploring YouTube’s hidden world is both fascinating and humbling. The platform’s lesser-seen side is filled with small, everyday moments that might seem insignificant but collectively form a rich tapestry of human experience. From a man living in his car documenting his journey to a young ballerina performing on stage, these videos capture the beauty and complexity of ordinary life.
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.
