YouTube has announced that it will discontinue its ‘Trending’ tab on July 21, ending a feature that has been in place since 2015. The decision reflects changes in how users discover and consume content on the platform, as algorithm-based recommendations have taken precedence over curated trending lists.
According to YouTube, the ‘Trending’ tab is being removed due to low user engagement. “Hardly anyone uses the Trending page anymore,” the company said, noting that users now rely on personalized recommendations and home feed algorithms tailored to their individual preferences. Rather than seeking out universally popular content, users are increasingly engaging with content relevant to their specific interests and communities.
This shift has already been visible in the K-pop industry. In the past, reaching the Trending tab was considered a major goal for K-pop fandoms during album releases and music video promotions. Now, fan behavior has adapted to the platform’s algorithmic environment. Artists such as NewJeans, Stray Kids, and ILLIT regularly use Shorts, livestreams, and other personalized formats to maintain engagement with global audiences.
In place of Trending, YouTube will expand its existing ‘YouTube Charts’, which have been in operation since 2018. These charts previously focused on music, podcasts, and trailers, but will now be broadened to include additional content categories and regional segmentation. For K-pop, the updated charts could offer more structured and transparent ways to track performance across various markets. Gaming content will move to a separate discovery page, and the space formerly occupied by Trending will be replaced with music-focused features.
The decision also aligns with broader trends in the industry, especially competition with TikTok. TikTok’s personalized algorithm has reshaped how users find and interact with short-form video, and YouTube responded by launching Shorts in 2021. In the K-pop scene, Shorts have become a key tool for promoting dance challenges, teasers, and viral moments, allowing artists to gain visibility without relying on features like the Trending tab.
Many users have reported that they have not used Trending in years, instead relying on homepage suggestions, subscription updates, or algorithmically recommended content. The user experience has shifted from broad discovery to targeted engagement, and YouTube’s move reflects that shift.
While the removal of Trending may reduce past concerns around transparency and fairness in content selection, the platform’s deeper reliance on algorithms raises new questions about visibility and equity. YouTube has stated it will continue investing in domain-specific charts and personalized delivery systems rather than general popularity rankings.
The end of the Trending tab signals a larger transition for content platforms and fan culture alike. In the K-pop industry, visibility is no longer about appearing on a single list—it’s about consistent engagement within segmented digital environments shaped by recommendation systems.
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