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YouTube is about to turn 20. An unusual research method is unveiling statistics about the platform that Google would rather keep hidden.

YouTube may not seem secretive. It's public facing. You can watch an endless stream of content from now until your dying breath. There's been a mountain of research about the platform, unpacking everything from the commodified economy that surrounds it to the radicalising effects of its algorithm. But the picture goes blurry when you start asking simple questions. For example: how much YouTube do we all watch?

Google, which owns YouTube, is quiet about that and many other details. In February, the company revealed that people who access YouTube on their TVs collectively watch one billion hours a day, but total numbers for the platform are an enigma. Estimates say YouTube has around 2.5 billion monthly users – almost one in three people on Earth – and the average mobile app user watches something like 29 hours a month. With that, let's try some back-of-the-napkin maths.

In part that's because there's no easy way to get a random sampling of videos, according to Ethan Zuckerman, director of the Initiative for Digital Public Infrastructure at the University of Massachusetts at Amherst in the US. You can pick your videos manually or go with the algorithm's recommendations, but an unbiased selection that's worthy of real study is hard to come by. A few years ago, however, Zuckerman and his team of researchers came up with a solution: they designed a computer program that pulls up YouTube videos at random, trying billions of URLs at a time.

Only 0.21% of the videos they analysed featured any kind of monetisation, such as a sponsorship or an advertisement in the video itself. Less than 4% of the videos included a call to action like YouTube's famous invitations to like, comment and subscribe.

Those with some kind of set or background design accounted for 14% of videos, while only 38% had undergone any form of editing. More than half of the videos had "noticeably shaky" camera work. Only around 18% of videos we're judged to have high quality sound, and the sound quality varied significantly almost 85% of the time. More than 40% had just music, and no speech. About 16% of videos in the sample were primarily still images.

The top YouTubers attract audiences in the hundreds of millions, but the researchers estimated the median number of views for a YouTube videos is just 41, and 4% of videos haven't been watched a single time. About 74% of videos have zero comments. Around 89% have no likes. Typical YouTube videos aren't just getting little attention it seems, they're also very short. They assessed that the median YouTube video is only 64 seconds long, and more than a third of videos are less than 33 seconds long.