YouTube has phased out its Trending and Trending Now pages, ending a feature that once showcased what was popular on the platform. The change took effect in July 2025 and changes how people discover videos on YouTube. Rather than promoting a single list of top content, the platform is leaning into AI-driven recommendations and genre-specific charts that reflect each viewer’s preferences.
The move reflects the trend of people discovering content from personalised feeds, not static lists. YouTube Shorts, search behaviour, and interest-driven communities have taken over as the main ways people engage with new videos. With more than two billion users worldwide, a one-size-fits-all approach to “what’s trending” no longer makes sense.
Why the Trending page lost relevance
Over the past five years, YouTube saw a noticeable drop in traffic to its Trending tab. Most users now find videos through recommendations on their Home feed, search results, or while scrolling through Shorts. The manually curated nature of the Trending page couldn’t keep up with how quickly viewer interests shift – or how differently people engage with content depending on where they are or what they watch.
The platform’s global scale also contributed to the decision. A single list of popular content simply doesn’t reflect the wide range of interests in languages, regions, and genres. For many users, the Trending tab had become disconnected from their daily viewing habits.
What’s replacing Trending?
In place of the general list, YouTube is rolling out topic-based charts. This include sections dedicated to trending music videos, weekly top podcasts, popular movie trailers, and gaming content. The new charts are designed to reflect what’s gaining traction in specific genres or regions – making them more useful and timely than a catch-all feed.
The Explore tab is also getting refreshed. It’s being expanded to include clearer categories like fashion, tech, wellness, and local. The redesign aims to help users browse by interest and find content that aligns more closely with what they care about.
The rise of Shorts and algorithmic discovery
The shift toward short-form video has also changed the way content spreads. With YouTube Shorts, viewers often discover trending videos without searching for them. The format’s vertical layout and endless scroll make it easy to stumble on new creators or topics, which reduces the need for a separate trending page.
YouTube now relies on machine learning and behavioural signals – like watch history, regional trends, and engagement patterns – to recommend videos that will feel more personal and timely. The data-driven system is, the company says, more flexible and responsive than a manually curated list, and it reflects the platform’s push toward individualised discovery.
Helping creators get discovered
YouTube hasn’t just changed the way viewers find content – it’s also introducing new tools to help creators stay visible. The new Inspiration tab gives creators tailored suggestions based on their audience’s interests. It highlights trending topics, recommends video ideas, and uses AI to suggest content themes likely to appeal to viewers.
Other features are being tested to spotlight newer creators. One example is Hype, a feature launched in India that lets fans boost the visibility of emerging talent. YouTube is also continuing its Creators on the Rise program, which promotes up-and-coming channels on official pages and the Explore tab. The tools give creators more ways to grow, especially in niches that don’t rely on viral moments.
By retiring the Trending page, YouTube is joining other platforms like TikTok and Spotify in prioritising content relevance over mass appeal. Users want videos that match their interests – not a general list shaped by overall view counts. The change helps smaller creators reach the right audiences and allows viewers to spend more time with content that feels personal.
(Photo by Christian Wiediger)
See also: Google brings AI updates to Search and YouTube in Southeast Asia
Find out more about the Digital Marketing World Forum series and register here.
