Visual tactility: ‘Oddly satisfying’ videos, sensory genres and ambiguities in children’s YouTube

This article contributes to research on children’s YouTube, online video genres and media consumption practices by focusing on genres that take shape at the intersection of digital media content and embodied sensation and in particular ‘oddly satisfying’ (OS) videos. This type of content has become popular on YouTube, where examples of satisfying and OS content include the manipulation or movement of a range of colourful or tactile materials such as slime, kinetic sand or icing a cake. To document the evolution and key characteristics of this genre, we analyse YouTube videos using content analysis methods. Our findings show the characteristics of this sensory genre can be understood through the concept of visual tactility, which highlights the synaesthetic feel of watching these videos. Further, we identify and examine how OS videos demonstrate ambiguities in children’s YouTube content, audiences and regulation by overlapping with other sensory genres and more adult content, such as ASMR. This analysis thus situates this sensory genre in relation to the developing study of children’s YouTube entertainment industries and media regulation.