YouTube Shorts Now Favors Fresh Content Over Evergreen

A significant shift in how YouTube Shorts are recommended appears to be underway, with recent analysis suggesting the platform now heavily prioritizes new content over older videos. According to data from industry experts, Shorts older than approximately 30 days are receiving far fewer impressions than they did prior to mid-September. This change has major implications for creators who rely on the long-term, “evergreen” performance of their content library.

The pattern was identified by retention strategist Mario Joos, who works with several top-tier channels. After noticing a widespread dip in performance for his clients, his analysis revealed a clear threshold. Videos published more than 28-30 days ago have seen a sharp and sustained drop in views since September. Joos described this trend as “the flattening,” expressing concern that it incentivizes high-volume uploads at the expense of quality, a move he interprets as a competitive response to platforms like TikTok.

This observation is not isolated. Creator Tim Chesney, whose channels have amassed billions of views, confirmed the pattern, stating that his own evergreen videos “simply tanked” in September. He argues the shift pushes creators to “produce more instead of better,” warning it could degrade the overall quality of content on the platform. While not all creators report the same experience, the correlation across diverse, large-scale channels points to a meaningful platform-level adjustment.

For years, a core selling point of video content has been its compounding value. A well-made tutorial or guide can attract viewers and generate revenue for months or even years after publication, justifying the initial production investment. A recency-focused algorithm fundamentally undermines this economic model. If content effectively expires after a month, creators are placed on a relentless publishing treadmill to maintain visibility, potentially shifting resources from quality to sheer quantity.

This development mirrors trends long observed in Google Search, where freshness signals can sometimes outweigh comprehensive content. For marketing professionals, this is critical. YouTube has often been viewed as a more stable alternative to the volatility of organic search. If similar algorithmic logic is taking hold, it changes the risk assessment for where to invest content resources. The promise of building a video library that works indefinitely now requires serious qualification.

The broader context includes Google’s typical communication style with creators. Despite having official liaison roles, the company rarely confirms or explains algorithm changes promptly. Creators and analysts are often left to piece together the impacts through their own data long after a change is implemented. This reported shift in Shorts distribution follows earlier, unrelated platform adjustments that also caused sudden viewership declines for some creators.

For anyone publishing Shorts, it is advisable to scrutinize your analytics. Compare the performance of content older than 30 days before and after September 2025. Look specifically at videos that previously demonstrated steady, long-tail viewership. A noticeable decline would align with the reported pattern. While YouTube has not officially confirmed any algorithm change regarding content age, the consistent data from major channels suggests a shift that demands attention.

During a recent earnings call, Google executives highlighted that recommendation systems are driving watch time growth and that AI models are enabling discovery improvements. However, they provided no specifics on whether recency has become a more powerful ranking factor. Moving forward, creators may need to adapt their strategies, balancing the demand for fresh uploads with the enduring value of high-quality, timeless content, even if its shelf life for recommendations appears shortened.

(Source: Search Engine Journal)