YouTube is officially retiring its “Trending” page and “Trending Now” list, shifting its strategy toward personalized creator discovery starting in the next couple of weeks.
A Pivot Toward Creator-Centric Discovery
The company confirmed that while the global Trending lists are being phased out, it remains committed to providing creators with data-driven tools to identify what resonates most with their specific audiences.
New Tools for Channel Growth
“The Inspiration Tab in YouTube Studio will keep giving creators personalized ideas to help them spot the next big thing for their channel,” YouTube stated in a recent blog post. Beyond internal analytics, the platform is doubling down on community-led discovery.
One of the primary replacements for the broad Trending feed is the new “Hype” feature. This tool empowers viewers to directly amplify fresh videos they love, effectively giving up-and-coming creators a visibility boost based on genuine engagement rather than static, one-size-fits-all lists.
Spotlighting Emerging Talent
To maintain a pipeline for new content, YouTube will shift its focus to highlighting “Creators on the Rise.” These shout-outs will be featured prominently on the official YouTube channel and across the platform’s social media presence, replacing the automated Trending page with curated recognition.
These structural changes, announced Thursday, are scheduled to be fully implemented across the platform over the coming weeks.
