Why Science and Education Videos Are Thriving on YouTube

Cleo Abram ventured to Antarctica to uncover hidden secrets beneath the ice, bringing her vast audience along for the journey. The video journalist traversed the ice to display a body of water, sealed off for 15 million years, which may harbor living organisms. This expedition was captured in two videos, each under 20 minutes, filled with graphics, expert interviews, and firsthand discoveries – a format once exclusive to networks like National Geographic or Discovery.

These videos garnered over 6 million views each, with Abram boasting over 12 million followers across platforms.

Abram's experience in Antarctica represents a broader transformation in how science and educational content is consumed. YouTube, which once popularized viral science experiments like the Diet Coke and Mentos geyser, now hosts sophisticated STEM programming that can attract millions of viewers. These creators, previously overlooked by traditional media companies, have taken the lead, producing highly produced science programming that can rival traditional networks.

Creators like Mark Rober, with over 80 million subscribers, and explainer-focused channels such as Kurzgesagt – In a Nutshell, Vsauce, and Veritasium, with over 20 million subscribers each, have outpaced many entertainment-focused creators. These STEM channels range from visually stunning experiments to in-depth explainers, all adhering to a common principle: science does not need to be simplified to entertain.

Traditional entertainment companies have recognized this trend, licensing content from creators like Emily Calandrelli and Mark Rober. However, much of the growth has occurred outside the traditional entertainment system, granting creators the freedom to cater to audience demand before Hollywood even considers it.

The lines between education and entertainment have blurred on YouTube, with viewers able to spend extended periods learning about complex topics or following creators down rabbit holes. Production values vary, with some creators opting for visually striking experiments, while others rely on the science itself to captivate audiences.

Mark Rober, an engineer who worked at NASA, has leveraged his YouTube success to develop educational toys and curricula, showing the potential for STEM content to extend beyond traditional classroom settings.

The success of STEM content on YouTube challenges the conventional wisdom that mass appeal requires overly simplified subject matter. Instead, some of YouTube's most successful educational creators find that deep dives into complex topics are more engaging. This shift indicates that STEM may be less of a niche than previously assumed, marking a significant change in the landscape of digital content creation.