Next Steps For Music Video How Music Videos Miss Much Of The YouTube Opportunity

Tim Mulligan

January 2016

The music video has undergone a major transformation since its original conceptualisation in the 1970s and commercialisation in the 1980s. Originally a tool to drive sales, MTV transformed it into a product in its own right and then YouTube did the same thing for the digital era. This was not a problem until the 2010s because consumers were still discovering and buying music as a result of watching the video. Now YouTube, and by default music video, has become the end destination for most consumers – especially younger ones - rather than part of the music discovery journey.

Companies mentioned in this report: Comedy Central, Facebook, Instagram, NBC, Spinnin’ Records, Spotify, Twitter, YouTube,

Already a MIDiA client?

Get full access to this report and assets

If this report caught your interest, get in touch with us today. Our reports are available for purchase and we provide subscription access to our full report library across this and all coverage areas.

Our client subscriptions include:

Full access to our extensive report catalogue
Best in class insights and data
Direct analyst guidance

I want to receive MIDiA's monthly newsletter

I want to receive marketing and communication updates from MIDiA Research, including emails about their services, events, and product updates

I understand that I can unsubscribe at any time and that my data will be processed in accordance with MIDiA Research's privacy policy

I want to join the MIDiA Panel

Panelists have the chance to participate in surveys and interviews about music and entertainment, and receive rewards in return. Panelists must be over 16.