This study examines how menstrual discourse has evolved and been structured on a digital platform by analyzing 815 YouTube videos posted between 2015 and 2024. Using LDA topic modeling and keyword co-occurrence network analysis (SNA), we identify clear diachronic shifts. Until 2016, videos were dominated by traditional medical approaches (e.g., dysmenorrhea, oral contraceptives). Following the 2017 sanitary-pad safety controversy, everyday/practical approaches-such as product safety and alternative menstrual products-expanded rapidly, and by 2024 their frequency surpassed medically oriented content. Network analysis shows the discourse organized into seven clusters, including core symptoms/experiences, conditions and treatments, and product selection/management. Notably, betweenness centrality scores were highest for clinical and institutional terms (e.g., clinics, uterus), indicating that women’s voluntary self-management is still routed through, and made meaningful by, medical authority. The study contributes by offering a quantitative, longitudinal account of shifts and structures in menstrual discourse on YouTube and by elucidating how, under neoliberal governmentality, women are constituted as self-managing subjects in ways that remain entangled with medical authority on digital platforms.