The YouTube Trending Page, which has been a place for viral videos since 2015, is gonna be retired on July 21, 2025 — kinda feels like end of an era.
YouTube said this in a blog post that user engagement dropped a lot as more users now prefer personalized content instead of those curated lists.
This shift mirrors changing behavior in how people are finding videos on the platform.
Why Is the YouTube Trending Page Retiring?
YouTube made this decision due to a decline in the visiting the YouTube Trending Page for the last five years. The reason for this is that the viewers now look to algorithmic suggestions, Shorts, and subscription feeds.
Introduced to highlight viral hits, music releases, and breaking news, the page couldn’t compete as personalized homepages became the standard for content discovery.
YouTube cited“Trends today consist of micro-trends enjoyed by diverse communities,” rendering one list obsolete.
The Rise of YouTube Charts
Taking the place of the YouTube Trending Page, YouTube Charts will provide category-specific lists such as Trending Music Videos, Weekly Top Podcasts, and Trending Movie Trailers.
This move complements user interest in personalized content, with future plans to add more categories. The Gaming Explore page will still feature trending gaming videos, while the Explore tab and creator channels serve as alternative discovery routes.
Impact on Creators and Brands
The end of the YouTube Trending Page leaves creators in a bind, especially smaller ones who counted on it to stay visible. Once a status symbol, showing up on Trending increased reach, but critics complained it usually benefited mainstream media outlets over independent creators.
YouTube’s Inspiration tab in Studio will now direct creators through data-driven trend knowledge, though they will have to rely more on community interaction and algorithms.
Brands themselves can also have to rethink their approach, turning their attention to influencer collaborations and measurement to seize on cultural moments.
A Shift to Personalized Discovery
YouTube’s action reflects a wider industry shift towards hyper-personalized content streaming. As algorithms behind most of the watch time drive recommendations, the site favors recommendations that are aligned with viewing and interest history.
Although this improves user experience, it has the potential to create filter bubbles and reduce exposure to various content. YouTube promises that Charts and personalized feeds will make trending content available, but losing a centralized point of access may change how moments go viral.
What’s Next for YouTube?
As YouTube continues to evolve, it retiring the Trending Page is a demonstration of the commitment to evolve according to user behavior. The platform’s focus on Shorts, Charts, and tools such as Creators on the Rise is an effort to keep content new and relevant.
Though nostalgic for some, it is an indication of YouTube’s move towards a dynamic, personalized future of content consumption.
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