The Flourishing Business of Fake YouTube Views

Plays can be bought for pennies and delivered in bulk, inflating videos’ popularity and creating an environment ripe for manipulation.

After Google, more people search on YouTube than on any other site. It is the most popular platform among teenagers, according to a 2018 study by the Pew Research Center, beating out giants like Facebook and Instagram. With billions of views a day, the video site helps spur global cultural sensations, spawn careers, sell brands and promote political agendas.

Just as other social media companies have been plagued by impostor accounts and artificial influence campaigns, YouTube has struggled with fake views for years.

Martin Vassilev makes a good living selling fake views on YouTube videos. Working from home in Ottawa, he has sold about 15 million views so far this year, putting him on track to bring in more than $200,000, records show.

The fake-view ecosystem of which Mr. Vassilev is a part can undermine YouTube’s credibility by manipulating the digital currency that signals value to users. While YouTube says fake views represent just a tiny fraction of the total, they still have a significant effect by misleading consumers and advertisers. Drawing on dozens of interviews, sales records, and trial purchases of fraudulent views, The Times examined how the marketplace worked and tested YouTube’s ability to detect manipulation.

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