Why 150 million people are learning embroidery on YouTube

On YouTube, the embroidery community—affectionately known as "FlossTube"—is weaving a digital tapestry of history and heritage. These videos are deeply personal and cross-generational, often sparking comments about regional characteristics and family stories. While educational Shorts are popular for speedy learning, creators have built a warm, welcoming community through long-form “cozy content”.

From calming ASMR and silent vlogs to “Stitch With Me” livestreams, viewers feel like they’re sitting right there in a friend’s sewing circle. The desire to learn this timeless skill is sharp: In 2025, there were more than 150M views of videos related to Embroidery with "beginner" in the title.*

Check out our latest unique YouTube logo (also known as the Yoodle), celebrating the creators redefining the art of embroidery, launching during Haute Couture Spring/Summer Fashion Week. Ready to pick up a needle? Thread your way through our playlist.

*_{Source: YouTube data, Global, 2025}