YouTube is getting rid of its Trending page and Trending Now list
YouTube, the global video-sharing giant, has announced a significant strategic shift away from its traditional “Trending” page and “Trending Now” list. Effective in the coming weeks, the platform will discontinue these features in favor of a more granular, category-specific chart system accessible through YouTube Charts. This move signals YouTube’s adaptation to the evolving landscape of digital content discovery and consumption.
The decision stems from the platform’s recognition that the way trending content is discovered has fundamentally changed since the “Trending” page’s inception in 2015. Back then, a singular, all-encompassing list could effectively capture viral videos dominating public conversation. However, today’s digital environment is characterized by diverse fandoms and a proliferation of “micro-trends,” making a single list less effective in reflecting what’s truly popular across varied interests.
Under the new paradigm, viewers will find popular content organized into distinct categories such as Trending Music Videos, Weekly Top Podcast Shows, and Trending Movie Trailers. YouTube has indicated plans to expand these category offerings further. Alongside these new charts, the company emphasized its continued commitment to personalized recommendations, stating, “Along with highlighting popular content in charts, we’ll keep showing viewers the videos that we think they’ll love through personalized recommendations.” This approach aims to showcase a broader and more relevant range of content, aligning with how users naturally discover new videos.
For users seeking non-personalized content exploration, YouTube will continue to offer avenues such as the “Explore” menu, direct creator channels, and their subscription feeds. This ensures that while algorithmic recommendations become primary, users retain control over their content discovery.
YouTube attributes the need for this change to several factors. The rise of diverse content creators and their unique communities has led to a fragmented trend landscape. Moreover, viewers are increasingly finding trending content through various on-platform touchpoints, including search results, comment sections, and crucially, through personalized algorithmic feeds. These shifts have resulted in a notable decline in visits to the dedicated “Trending” page over the past five years, rendering it less relevant in the modern YouTube experience.
This strategic pivot reflects YouTube’s evolution from a platform primarily known for amateur video content in 2015 to a sophisticated hub for professional long-form and short-form content from both independent creators and established media houses. Adapting to these significant changes in viewer habits is crucial for the platform’s continued growth and relevance in the competitive digital media space.
The company also reaffirmed its dedication to empowering creators with tools to understand audience preferences and boost discoverability. The “Inspiration Tab” within YouTube Studio will continue to provide creators with personalized content ideas, helping them identify emerging trends relevant to their channels. Furthermore, YouTube is rolling out new features like “Hype,” which allows viewers to amplify new videos they enjoy, and will continue to promote “Creators on the Rise” across its official social media channels and YouTube channel, fostering growth for up-and-coming talent.
These announced changes are expected to be fully implemented within the next few weeks, marking a new chapter in how content is discovered and consumed on YouTube.
