Why are certain videos on YouTube watched millions of times while 90 percent of the contributions find only the odd viewer? A new study reveals that increased attention in social systems like the YouTube community follows particular, recurrent patterns that can be represented using mathematical models. The Internet platform YouTube is a stomping ground for scientists looking to investigate the fine mechanism of the attention spiral in social systems. How is it possible, for example, that one YouTube video of a previously unknown comedian from Ohio can be viewed over ten million times in the space of two weeks and 103 million times during its total two-year running time? The video was aired on the most popular television networks in America and the comedian Judson Laipply has meanwhile become a YouTube star. Social scientists, economists, mathematicians and even physicists are fascinated by this "herding", as the herdlike behavior in social networks is often termed, on YouTube.
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