The vast majority of content produced on the internet remains unread, unwatched, unseen and unheard. In 2014, Spotify released data indicating that only 80 per cent of the music-streaming service’s songs has been listened to. That means 20 per cent of the music – some 4 million songs – had never been heard. A new service, Forgotify, sprang up to rectify what it deemed a “musical travesty”, delivering playlists of “neglected songs”. It has inspired other services as well. No Likes Yet supplied Instagram photos that hadn’t received a single like, as the name suggests. If unseen video is more your thing, navigate over to Petit Tube where you can view the internet’s most unpopular clips. And that’s not even the ads. Once you factor in the number of lonely, unseen advertisements, the results grow more discouraging. Google says that 46 per cent of paid video ads are never viewed. For display ads, the number is even higher: 56 per cent of them go begging. This has made content a rather dirty word – hardly kingly at all. In internal presentations, I use this image to stigmatize it – as so much digital landfill.