Human Preferences for Animals on YouTube

Social media has emerged as a dominant platform for sharing human–animal interactions, creating a powerful tool for public engagement and wildlife conservation. Consequently, we sought to determine whether analyzing user preferences for animals on social networks could inform the management of effective conservation campaigns. We analyzed 5129 videos from three channels (Brave Wilderness, BBC Earth, and Nat Geo Wild) available on YouTube, which have millions of followers each. The mean number of “likes” was used as a proxy for animal species preferences. Contrary to the general expectation that humans predominantly prefer charismatic animals (e.g., terrestrial mammals), the most preferred animals on these channels were from the classes Amphibia, Arachnida, and Insecta, which significantly outperformed mammals and birds. Viewers most frequently consumed videos of stinging insects or threatening animals, and domestic animals received more likes than wild animals. Furthermore, contrary to expectations, body mass, IUCN conservation status, and daytime activity of mammals and birds did not significantly influence human preferences. Our results suggest that although viewing animal videos may have a negligible direct conservation impact, the analysis of preferences reveals that creators successfully captured human attention toward less popular animal taxa, highlighting potential indirect benefits. Future research should integrate audience enjoyment of frightening content with conservation intentions.