The 20,000 Foot View: While rightsholders and YouTube fought a bitter war of words around Article 13 in 2018, the platform further underscored its importance for creating global superstars. With audiences fragmenting into algorithmically defined niches, YouTube and Vevo continue to create truly global scale audiences. Perhaps most significantly, YouTube is fast establishing itself as the consumption method of choice for Latin American audiences, and their listening behaviour is helping reshape the face of global music culture.

Key Findings

  • A record X music videos reached one billion streams in 2018, up from X in 2017 and X in 2016
  • Music videos released in 2018 that reached one billion views took just X days to do so, more than X times faster than those released ten years earlier
  • YouTube’s overall consumption is growing but it has also made music more central, increasing its music recommendations efforts
  • Prior to 2015 the average number of songs released each year to register one billion streams was just X; between 2015-2018 that number had risen to X
  • X’s audio domination does not translate to video, making up just X% of the one billion-plus videos
  • X acts have more one-billion-view videos than any other genre of artist, with X% of all one billion-plus videos
  • However, X music videos will soon lead the all-time rankings, already accounting for X% of one billion-plus videos released in 2018
  • Just X% of one billion-plus videos are by X artists and none have registered since 2016; in 2007 X accounted for half of all the one billion-plus videos released that year
  • Looking at the share of all views generated by one billion-plus video views, X releases grew from X% in 2012 to X% in 2018
  • X is losing traction. One billion-plus X videos from 2016 generated X billion views, but by 2017 this had fallen to X billion
  • X music videos are getting to one billion views faster than ever while the acceleration has slowed for X
  • Fan engagement is growing: the number of streams per like for one billion-plus videos fell from a high of X in 2009 to just X in 2018
  • Puerta Rican reggaetón and Latin trap artist X has the most one billion-plus YouTube videos with X, totalling X billion streams
  • Record labels need to take a more nuanced approach to reading global scale data trends; global scale does not always mean global appeal

Companies and brands mentioned in this report: Apple Music, Luis Fonsi, Maluma, Nicki Minaj, Ozuna, Spotify, Vevo, YouTube

Charts: 6
Pages: 16
Words: 3030

Includes Synopsis, PDF, Slides and Dataset