Mario Joos, Retention Director for several ultra-popular YouTube channels, like MrBeast, Stokes Twins, and Alan’s Universe, claims that YouTube has changed the short-form content algorithm for the worse. This alleged change mainly hurts the creators who specialize in YouTube Shorts, but it’s supposed to be noticeable for every YouTuber who uploads Shorts at least semi-regularly.
Joos works with channels that routinely hit anywhere from 100 million to over a billion monthly views, and he says the pattern appeared on every channel he looked at. After weeks of trying to explain a broad dip in performance, he and several clients finally isolated what they believe is the key variable: Shorts older than roughly 28–30 days are receiving far fewer views than they did before.
