When anthropology researcher Ashley McDermott conducted fieldwork in Kyrgyzstan, she noticed a worrying trend among children who were losing touch with their indigenous language. Despite the country being under Russian control for a century, Kyrgyz remains widely spoken today.

New research by McDermott and her team suggests that YouTube's content recommendations may be exacerbating this issue. Their simulations showed that even after watching videos in Kyrgyz, children receive far fewer such recommendations compared to those who watch content without language restrictions. This bias is problematic as many children spend several hours a day on the platform.

The findings highlight how online platforms can reinforce linguistic shifts, similar to how Soviet control required learning Russian for success. Today, while adults are often bilingual, the dominance of Russian in digital spaces could diminish Kyrgyz usage among younger generations.

One solution proposed by the researchers is creating custom playlists or sharing devices used by parents and children. However, the underlying issue remains: if YouTube prioritises content that might not align with indigenous language preservation goals, how can it be changed?