A 2019 article in Nature Conservation discussed the trend:
In response to growing reports of otters in the pet trade, and suggestions that the popularity of pet otters on social media may be driving demand, we collated YouTube videos of pet otters to test for trends in the number of videos published, their exposure (number of views) and popularity. We used English-language search terms to provide a global overview, as well as local language search terms for four South East Asian countries identified as being of potential importance in the pet otter trade (Indonesia, Malaysia, Thailand and Vietnam), and Japan. We found that not only had the number of videos depicting pet otters increased in the last two to three years (2016–2018), but that their popularity and/or engagement had also increased. Notwithstanding some country-level differences in the details of effects observed, the greatest increases in both the number of videos produced and their popularity occurred in Indonesia and Japan. At a global-level, commercial “viral” video sites appeared to be influential in terms of posting highly popular pet otter videos. At a national level, potentially influential videos tended to be produced by four or five individual otter owners....As cute as Aty the otter is in the video above, I would have thought the cost of feeding an otter fish would be enough disincentive from trying to have one as a pet. (But then again, we know the huge cost of feeding lions and tigers hasn't stopped people keeping them as "pets" in all sorts of countries.)
Our results show an increase in social media activity that may not only be driving the apparent increase in popularity, but also amplifying awareness of the availability of these animals as pets, as well as creating and perpetuating the (erroneous) perception of otters as a suitable companion animal. At a global level, there are welfare concerns associated with otters in the pet trade, and, in South East Asia specifically, there are serious conservation concerns.
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https://en.wikipedia.org/wiki/Ring_of_Bright_Water
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