Very, Very Few People Are Falling Down the YouTube Rabbit Hole

Illustration by The Atlantic

The Atlantic
Around the time of the 2016 election, YouTube became known as a home to the rising alt-right and to massively popular conspiracy theorists. The Google-owned site had more than 1 billion users and was playing host to charismatic personalities who had developed intimate relationships with their audiences, potentially making it a powerful vector for political influence. At the time, Alex Jones’s channel, Infowars, had more than 2 million subscribers. And YouTube’s recommendation algorithm, which accounted for the majority of what people watched on the platform, looked to be pulling people deeper and deeper into dangerous delusions.

The process of “falling down the rabbit hole” was memorably illustrated by personal accounts of people who had ended up on strange paths into the dark heart of the platform, where they were intrigued and then convinced by extremist rhetoric—an interest in critiques of feminism could lead to men’s rights and then white supremacy and then calls for violence. Most troubling is that a person who was not necessarily looking for extreme content could end up watching it because the algorithm noticed a whisper of something in their previous choices. It could exacerbate a person’s worst impulses and take them to a place they wouldn’t have chosen, but would have trouble getting out of.

Just how big a rabbit-hole problem YouTube had wasn’t quite clear, and the company denied it had one at all even as it was making changes to address the criticisms. In early 2019, YouTube announced tweaks to its recommendation system with the goal of dramatically reducing the promotion of “harmful misinformation” and “borderline content” (the kinds of videos that were almost extreme enough to remove, but not quite). At the same time, it also went on a demonetizing spree, blocking shared-ad-revenue programs for YouTube creators who disobeyed its policies about hate speech. Whatever else YouTube continued to allow on its site, the idea was that the rabbit hole would be filled in. MORE