#Unboxing

A video or content format featuring the process of opening a new product’s packaging for the first time, documenting the initial reveal, first impressions, and packaging experience. Often includes ASMR elements and detailed product examination.

Quick Facts

Origin Story

The unboxing video predates modern influencer culture, emerging in June 2006 when tech enthusiast Jon Rettinger uploaded one of the earliest documented unboxing videos of a Nokia E61 smartphone. However, the format truly gained momentum when technology blog Engadget writer Joshua Topolsky posted an iPhone unboxing video on June 29, 2007—the day the first iPhone launched.

The iPhone unboxing was revelatory: Apple’s premium packaging design elevated the act of opening a box into an experience worth documenting. The careful unveiling of the device, the pristine white packaging, the way accessories were nested—it became a moment of anticipation and satisfaction that viewers wanted to experience vicariously.

The term “unboxing” itself became standardized between 2006-2008, eventually being added to dictionaries by 2016. What started as tech enthusiast documentation evolved into a distinct content genre with its own aesthetic conventions: overhead camera angles, minimal editing, real-time pacing, and emphasis on sensory details like packaging materials and protective films being peeled.

Timeline

2006-2008

• June 2006: First proto-unboxing videos appear
• June 2007: iPhone launch creates unboxing video explosion
• Format establishes conventions: overhead shot, real-time pacing, first impressions

2009-2011

• Unboxing expands beyond tech to toys, fashion, beauty products
• Ryan ToysReview (later Ryan’s World) launches in 2011, pioneering kid-focused unboxings
• ASMR elements recognized as part of the appeal

2012-2014

• Unboxing becomes a marketing tool; brands send PR packages designed for unboxing
• Subscription box industry emerges, entirely built on unboxing appeal
• Luxury brands recognize unboxing as brand experience touchpoint

2015-2017

• Peak of unboxing as dominant YouTube genre
• Ryan ToysReview becomes one of YouTube’s highest-earning channels through unboxing
• Counterfeit unboxings emerge (fake products presented as real)

2018-2019

• TikTok adoption brings shorter-form unboxing content
• Instagram Stories becomes popular for quick unboxings
• Package design becomes explicit marketing focus due to unboxing culture

2020-2021

• Pandemic e-commerce boom creates unboxing content explosion
• Unboxing ASMR becomes distinct subgenre with dedicated audiences
• Hyped product drops (sneakers, collectibles) make unboxings event content

2022-2023

• TikTok Shop integration makes unboxing immediately shoppable
• “Mystery box” unboxings trend heavily (often controversial for gambling-like mechanics)
• Live unboxing streams become e-commerce tool

2024-Present

• Unboxing remains one of YouTube’s most consistently watched genres
• AR/VR unboxing experiences emerge
• Sustainable packaging becomes unboxing discussion point

Cultural Impact

Unboxing videos fundamentally changed product packaging design. Companies realized that packaging was no longer just protective material or shelf appeal—it was content. Apple’s influence led to “unboxing experiences” becoming a priority across industries. Packaging designers now consider the unboxing video viewer as much as the purchaser.

The genre created a new form of consumer ritual. Before unboxing videos, opening a product was a private, functional moment. Unboxing transformed it into a shareable, aesthetic experience. This influenced consumer behavior: people began purchasing products partly for the unboxing experience itself, and some buyers delayed opening products to film their own unboxing.

Psychologically, unboxing videos tap into multiple appeal factors: anticipation (the build-up before reveal), sensory satisfaction (sounds of tape, rustling paper), vicarious ownership (experiencing the product without buying), and social bonding (shared excitement). The format’s ASMR qualities—crinkling, unpeeling, soft narration—created a relaxation genre within consumer content.

Economically, unboxing became a primary product launch strategy. Tech companies especially learned that seed units sent to unboxing creators could generate millions of views and shape public perception before reviews were published. This made unboxing creators powerful gatekeepers in product launches.

Notable Moments

• iPhone original unboxing (June 2007): Established the genre’s potential
• Ryan’s toy unboxings (2015-2018): 7-year-old Ryan became one of YouTube’s highest earners, demonstrating unboxing’s commercial power
• PS5/Xbox Series X unboxings (November 2020): Pandemic console launches made unboxing videos cultural events
• Supreme/sneaker culture (2015-Present): Hyped drops made unboxings of streetwear and sneakers their own subgenre
• Mr. Beast’s extreme unboxings (2020-2022): Unboxing cars, houses, and extravagant gifts pushed the genre to spectacle

Controversies

Fake unboxings: Some creators staged unboxings of products they’d previously opened, misleading viewers about authentic first impressions. Others unboxed counterfeit products without disclosure.

Child exploitation concerns: Kid-focused unboxing channels raised questions about child labor laws, parental exploitation, and the ethics of building businesses around children opening toys.

Environmental impact: Unboxing culture contributed to excessive packaging and waste. Brands added unnecessary packaging elements purely for unboxing appeal, counter to sustainability goals.

Mystery box scams: The mystery box unboxing trend became linked to scams, with creators promoting gambling-like products to young audiences, often with poor odds and low-value items.

Undisclosed sponsorships: Early unboxing culture often failed to disclose that PR packages were sent specifically for promotional purposes, misleading viewers about authenticity.

Consumerism criticism: Like haul videos, unboxings face criticism for promoting materialism and unnecessary purchasing, particularly when targeting children.

Variations & Related Tags

• #UnboxingVideo - More explicit format indicator
• #Unbox - Shortened variant
• #UnboxingASMR - ASMR-focused unboxings
• #TechUnboxing - Technology-specific
• #ToyUnboxing - Children’s toys
• #BeautyUnboxing - Makeup and skincare
• #UnboxingTherapy - Popular channel name, became hashtag
• #MysteryBox - Unknown contents (often controversial)
• #SubscriptionBox - Monthly delivery services
• #PRPackage - Explicitly gifted items
• #FirstImpression - Often paired with unboxing
• #SneakerUnboxing - Footwear-specific
• #UnboxingExperience - Brand/marketing focus

By The Numbers

• YouTube unboxing videos: ~100M+ (estimated all-time)
• Total views: ~100B+ across all platforms
• TikTok #Unboxing views: ~30B+ (2024)
• Instagram posts: ~200M+
• Ryan’s World (toy unboxing) earnings: $30M+ annually at peak (2018-2020)
• Average unboxing video length: 8-15 minutes (YouTube), 30-60 seconds (TikTok)
• Subscription box industry value: $15B+ (2024), largely driven by unboxing culture

References

• YouTube Rewind and trend reports (2007-2020)
• Packaging design industry publications
• Academic studies on consumer behavior and unboxing culture
• ASMR research and documentation
• FTC influencer disclosure guidelines
• Business coverage of unboxing economy

Last updated: February 2026 Part of the Hashpedia project — hashpedia.org