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.
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
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.
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.
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
The role of the algorithm in shaping YouTube
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 allows anyone, regardless of their starting point, to share their voice with the world,” a company spokesperson notes. However, critics argue that the algorithm’s emphasis on engagement has facilitated the spread of harmful content, such as misinformation and divisive rhetoric, by encouraging sensationalism and controversy.
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
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.”
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.
