YouTube to Sunset Trending Page in Favor of Personalized Discovery Amid Shift in Viewer Behavior 

San Bruno, CA – July 2025 
In a major shift reflecting the platform’s evolving content ecosystem, YouTube has announced it will retire its “Trending” page, marking the end of a feature that once defined digital virality. The change comes as viewership habits continue to fragment, with users favoring algorithm-driven recommendations, niche content, and short-form videos. 

Launched in 2015, the Trending tab served as a global snapshot of what was catching fire online—featuring everything from viral memes and music videos to late-night comedy monologues. But according to YouTube, the feature has seen a significant decline in usage, with modern audiences shifting to Shorts, Explore tabs, AI-driven feeds, and external platforms like TikTok. 

“Today, trends don’t come from a single viral moment. They’re shaped by many creators across many fandoms,” said YouTube in its announcement. “The definition of ‘what’s trending’ has evolved.” 

 

From Mass Virality to Targeted Discovery 

As YouTube sunsets its once-iconic Trending feature, the platform is doubling down on personalized discovery tools: 

• YouTube Charts will take over trend tracking, offering category-specific rankings across music, podcasts, trailers, and more. 

• Gaming trends will be showcased under the YouTube Gaming Explore tab, with similar category expansions expected. 

• The Inspiration Tab in YouTube Studio will provide AI-generated content ideas tailored to each creator’s niche. 

• The Hype program will continue to support emerging creators with enhanced platform visibility. 

For viewers, the platform now encourages algorithmic exploration—via home feeds, Shorts, community posts, and searches—rather than relying on a single trending index to guide content discovery. 

 

Cultural Shift: Decentralized Virality and the Rise of Micro-Trends 

The decision signals a larger transformation within digital content consumption: virality is no longer centralized. Instead of one global video dominating the spotlight, micro-trends now flourish within distinct online communities, each with its own definitions of relevance and popularity. 

While some creators and legacy users will miss the shared experience of the Trending tab—a place where independent uploads once rubbed shoulders with studio-backed blockbusters—others see its retirement as a win for creative democratization. 

“We’re moving from a top-down model of what’s hot to a bottom-up landscape of creator-led discovery,” noted digital media analyst Kara Mendes. “It’s a reflection of today’s algorithmic age, where individual interest feeds reign supreme.” 

 

End of an Era, Start of a Smarter Future 

YouTube’s move aligns with broader industry trends seen across platforms like Instagram and TikTok, which prioritize personalization, relevance, and community-based engagement over global virality. 

The official removal of the YouTube Trending page will take place in the coming weeks, closing a chapter in digital culture history. But as the platform adapts, it is clear that YouTube aims to build a future in which every viewer’s feed is curated, and every creator has a shot at visibility—not just the viral elite.