We know that once you start watching content, the algorithm will automatically recommend related videos.
Are these platforms truly neutral or do underlying biases influence the content they prioritize?
Ultimately, we aim to uncover potential biases behind these video sharing platforms and understand their implications.
YouTube highlights music that sets the mood and/or keeps viewers engaged.
Our main goal was to see what kind of content these platforms put on display for new users.
How do they venture to hook new visitors?
What kind of videos do they think will make you stick around?
YouTube highlights music that sets the mood and/or keeps viewers engaged.
This means that if we add up the percentages for each theme, the sum will exceed 100%.
YouTube highlights music that sets the mood and/or keeps viewers engaged.
Instead, it gears toward quick, engaging entertainment that frequently encourages viewer interaction.
This change challenges TikToks dependency on music to drive engagement and could shift the focus of popular video themes.
Its algorithm seems finely tuned to surface content that encourages participation, self-representation, and engagement.
Example of a TikTok video encouraging viewers to participate by doing a pretty test.
TikTok’s algorithm favors lip sync videos, emphasizing user interaction and trend participation
That said, there are some clear differences between regions.
TikTok highlights content that showcases the global love for storytelling.
However, as on YouTube, there are some notable differences across the regions.
Example of a TikTok video encouraging viewers to participate by doing a “pretty test”.
Exploring Political Bias on YouTube and TikTok: Left or Right?
Interestingly, it seems each platform targets different countries for political content.
YouTube, on the other hand, seems to favor political content a bit more.
How Much Diversity Do New Users See on YouTube and TikTok?
Does that look vary across countries?
Is there a perceivable bias towards certain genders, races, or ethnicities?
Both YouTube and TikTok favor themes reflecting universal stories and societal themes
The significant female representation in content recommended to new users in these regions is perhaps indicative of cultural preferences.
Alternatively, it could be the platforms strategies to promote diversity and inclusivity in content.
In general terms, none of the countries we analyzed showcased a severe lack of female representation.
Examples of female-fronted videos shown to first-time YouTube users in Turkey.
kindly note that our analysis of female representation across countries included both all-female videos and mixed-gender videos.
However, only nine of those 66 were female-only, while the remaining 54 included both men and women.
Similarly, over 60% of those 62 TikTok videos were mixed-gender.
In other words, the UAE had the most ethnic diversity out of all the countries in our list.
For comparison, 77% of the videos prioritized in Italy (across both platforms) feature white people.
TikTok highlights content that showcases the global love for storytelling.
In other words, non-white individuals are rarely shown to new Italian users on either platform.
Something similar happens in Egypt, where the vast majority of videos (70%) portray MENA individuals.
Videos from Mexico and Australia highlight TikToks strategy of blending promotional messages with regular content.
So, How Biased Are Video Sharing Platforms in 2024?
In terms of diversity, the analysis shows both platforms more-or-less successful efforts in showcasing varied ethnic representations.
YouTubes latest update suggests that the platform is no longer willing to make assumptions about what users want.
Examples of female-fronted videos shown to first-time YouTube users in Turkey.
Videos from Mexico and Australia highlight TikTok’s strategy of blending promotional messages with regular content.
