Magnus Midtbø attempts the Matterhorn alone and with minimal preparation – and then advises others not to risk their lives like that. What responsibility do influencers have for their dangerous actions?
His latest video is sure to be a hit: Magnus Midtbø, the biggest YouTuber in the climbing scene, tries inexperienced and solo on Matterhorn, the most dangerous mountain in Europe. This risky action is the latest example of a media trend in which content producers are increasingly using spectacular mountain sports content to generate valuable digital attention.
With selfie stick in hand to the summit
Midtbø's plan: to climb the 4.478-meter-high Matterhorn in the Valais Alps alone and film himself for a video. The Swiss landmark is considered one of the most dangerous mountains in the world; hundreds of people have died there since its first ascent in 1865. Yet this very peak continues to attract so many who aren't actually up to it.
I've never done anything like this before. Mountaineering is way outside my comfort zone—maybe even too far.
Magnus Midtbø
Magnus Midtbø also doesn't appear ideally prepared in the video. The Norwegian had significantly too much gear with him, weighing around 35 kilos – much of it for the video shoot. "I take relatively little climbing gear with me. I was recommended a 40-meter rope, but I think my 35 meters are sufficient," Midtbø tells the camera as he packs his things at the Hörnli Hut.
Anyone who watches the entire video can observe, almost in real time, how the reality of the mountain gradually sinks in on the 38-year-old—in the form of fear, loose rock, the general difficulty, and the effects of the altitude. The day before, Midtbø had googled "how to use crampons properly."
A spoiler is appropriate at this point: Midtbø made it to the top of the Matterhorn and back unharmed. Nevertheless, he escaped dangerous situations more than once. During one section of the dangerous descent, Midtbø decided against using a safety device, which "would have taken too much time." That nothing happened was also a matter of luck. Not far from Midtbø, two accidents occurred on the Matterhorn on the same day; both suffered only minor injuries.
Successful climbing YouTuber plays with his life
It's no coincidence that Midtbø chose the Matterhorn. The mountain's justifiably dangerous reputation is strategically used to create the necessary drama in the video. The fact that even the normal route on the Matterhorn is challenging for experienced mountaineers and that a solo tour can be life-threatening for inexperienced summiteers seems to be reasons for Midtbø, not obstacles.
This is not the first time that the 38-year-old professional climber has put himself in danger for Klicks. Three years ago, Midtbø had already achieved his first success with a free solo accompanied by Alex Honnold has landed a viral hit. Since retiring in 2017, the multiple Nordic champion has primarily devoted himself to his extremely successful YouTube channel. There, he now maintains more than 3 million followers with regular extreme fitness challenges, but also with collaborations such as with Janja Garnbret or Jakob Schubert.
Building a second source of income through YouTube has long since become a strategy for former and still active competitive climbers. And while Midtbø's climbing expertise is undeniable, it doesn't make him an experienced alpinist. And this difference is precisely what matters on the mountain.
And it doesn't even have to be the Matterhorn: Even less risky peaks harbor dangers that are often underestimated in popular alpine sports. A look at the Website of the Cantonal Police of Valais shows: Almost every week, a mountaineer is killed in an accident in the Valais Alps. In Austria, there were 309 alpine deaths in 2024 – a sad record. But even missions in which poorly equipped mountaineers have to be picked up from the cold or in sneakers are now part of the alpine news repertoire.
The mountain world is booming on social media
Meanwhile, the mountain world is booming on social media: Content on Instagram, TikTok, and YouTube often depicts extremely aesthetic, yet clearly poorly prepared, excursions into the mountains. Of course, many experienced mountaineers are also participating in the #bergliebe movement – but the fact remains that the mountains are becoming increasingly crowded, partly due to the many media role models. On the Zugspitze, an alternative summit cross has been protecting the streams of visitors from falling off the original since this year.
The mountain rescue services in the Alpine region are also feeling the increasing number of visitors. "The more people are out in the mountains, the more accidents happen," said Christian Eder of the Tyrolean Mountain Rescue Service recently. in a report by Bayerischer RundfunkAlthough the equipment is better than before, overconfidence remains one of the main problems, added Stefan Winter, head of sports development at the DAV.
In an emergency, the volunteer emergency services are there to save lives—not to judge. Nevertheless, taking advantage of this service is always accompanied by respect for those who risk their own lives for the decisions of others.
Reach means responsibility
This issue is certainly bigger than the individual Magnus Midtbø and his videos. However, the recent action by the widely-reaching Norwegian can serve as an opportunity to critically examine such content—and how it is handled.
Midtbø's community sees it similarly. The overwhelming majority of the thousands of comments express shock, especially at Midtbø's lack of preparation and the lack of a mountain guide. Many describe the action as "creepy" and "irresponsible," with one user "not knowing if he should even like a video like that." Quite a few fans implore him: "Please don't die for your videos."
This is probably my first video that I regret.
Magnus Midtbø
It's understandable that Midtbø would want to sell his video, which involved a fair amount of risk to his life and a lot of work. With a disclaimer ("Please do not attempt this") and a not-quite-60-second commentary at the end of the 25-minute video, he at least attempts to reflect on his Matterhorn adventure, which he retrospectively considers "a bit too risky." It's the first video he regrets.
Raise awareness of the risks
Nevertheless, the video is online and is being clicked on and commented on diligently – which is good for the algorithm. The fact that Midtbø and other media figures may "regret" such actions is secondary if the success of their content proves them right. And we, too, must strive for a critical assessment when reporting on particularly spectacular and risky mountain or rock climbing ventures.
Risks have always been a central part of climbing, and especially of mountaineering. They often even represent a significant part of what attracts many of us to the challenges of the sport.
Nevertheless, especially in times of booming mountain tourism, it's true that those who carelessly take these risks endanger not only their own lives, but also those of others. While it's not solely up to influencers with wide reach to raise awareness of this, if anyone has the means to do so, it's them.
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Credits cover photo: Julius Silver/Pixabay CC