Over the last decade, a vast YouTube-based ‘market’ of child-produced content involving sexualised behaviour has developed. Children-performers produce videos featuring implicit sexual imagery to satisfy the demands of an adult fan base, and in exchange for a digital reward. We first report the discovery of several YouTube keywords leading to such content, outlining their remarkable interconnectedness via analysis of search trends over the last decade. Following, we investigate audience-child interactions by semantic analysis of n=1398 comments mined from n=30 videos, revealing the occurrence of collective grooming. We then demonstrate how this phenomenon is sustained and enhanced by YouTube search algorithms. Following, we detail a model framework to contextualise our findings. Finally, we propose specific amendments to the 2018 Online Harms White Paper that might tackle this phenomenon. Our results reveal a new form of child abuse, as of yet undescribed, wherein the core features of online grooming are translated to social media, the fundamental principles of which act as a powerful incentive. Because the victim’s manipulation is enacted collectively, we believe that responsibility ultimately rests with society as a whole. The principal aim here is to raise awareness of this issue, in an attempt to kick-start discussion of its causes, implications and potential solutions.