I continue to see countless comments about TikTok and Instagram addiction, but I rarely see comments related to YouTube addiction (maybe the occasional parent who's children love Cocomelon). Obviously this isn’t the case for every video on YouTube, but when I hear the word “brainrot,” I immediately think of TikTok, Instagram Reels, and even videos on X. How has YouTube managed to avoid being labeled as an addictive social media platform?
It didn’t happen overnight. YouTube has been crafting this narrative for years, leaning into press around content for all ages, a growing library of educational videos and documentaries, and expanding into TV-style formats and podcasting. Because of that, the word brainrot rarely gets associated with YouTube in the same way it does with TikTok and Instagram. Without most people even realizing it, YouTube has done a masterful job positioning itself as a content ecosystem instead of a social media platform.
Over the last 5 years, a few things stick out in my mind that have distanced YouTube from the social media label:
1️⃣ The majority of accounts on the platform are there solely to watch content (shadow accounts).
99% of Google accounts are created with the sole purpose of viewing content. People aren’t spending time in DMs, interacting with other accounts, posting stories, resharing videos, or creating anything on the platform.
2️⃣ Connected TV continues to be the primary way that individuals are consuming content on YouTube.
It's easy to forget that more people are watching YouTube on their connected TVs. There's something to be said about sitting down and watching content instead of doomscrolling on your phone. What makes that even more interesting is that when you look at session time, YouTube users are spending the longest time there compared to any other platform.
3️⃣ YouTube has attracted creators across every niche to build on the platform. (I watched a person fill a vending machine for 10 minutes the other day)
It offers educational content, podcasts, documentaries, and videos of Luke from Outdoor Boys trying to survive a snowstorm in Alaska. By limiting interactions outside of the comments section, which creators can even turn off, YouTube feels more like a premium or educational platform, with fewer distractions and less doomscrolling than TikTok or Instagram.
It’s also avoided the negative stigma around social media addiction that TikTok, Instagram, and X have struggled to shake. YouTube has stayed consistent with its core belief: make good content and you’ll find an audience. Other platforms tend to reward slop and ragebait.
Other Platforms Continue To Struggle With Long-Form
Meta tried Facebook Watch, Instagram tried IGTV, and TikTok expanded to 10-minute videos, but none of it led to creators meaningfully making long-form content. Part of that comes down to monetization. Creators experimented, but the CPMs didn’t justify the amount of time it takes to make great VOD content. They weren’t making real money, while YouTube continues to offer the best creator monetization and ad sales network.
I’m not saying YouTube shouldn’t be labeled as a social media platform, because people, especially kids, can definitely get addicted to it. But they’ve done a great job positioning themselves outside the social media addiction bubble.
The Big Takeaway
YouTube has avoided the negative stigma around social media addiction that TikTok, Instagram, and X have struggled to shake. They focused on long-form, search, and education, and stripped away most of the features that make other platforms feel addictive. Other platforms have tried to move in that direction, but they still feel like swipe content. That's why people blame TikTok and Reels for brainrot and not YouTube.
What was going on with all that ice in Toronto? Drake hid the release date for his upcoming album Ice Man inside a giant 25ft block of ice and invited fans and streamers to dig it out. After a few chaotic days, with Toronto police and firefighters showing up to shut things down over safety concerns, streamer Kishka finally found the bag. And after all that, the date was May 15. Let’s see if the album pops or flops.
Fake Andrew Tate Deals Blackjack
Or did they know he was fake all along.
Theo Von Joins Ella Langley On Stage At Stagecoach
Get your Busboys tickets at busboysmovie.com
Investment Bank Influencers Are Changing The Industry
Should Wall Street reconsider its social media policies?
