Reports Video

From Music Video To Music Inspired Video Music Video In The Multi-Distribution Era

Report by Tim Mulligan
Cover image for From Music Video To Music Inspired Video
Synopsis PDF PowerPoint Excel

Our clients have full access to all of our reports. Clients can log in to read this report. Click here to become a client.

Music video at the end of 2016 finds itself at a crossroads. The original perception of Music video as a sales promotion tool no longer applies in the post-download era, when consumers are now showing a clear preference for streaming rather than buying one-off products. This, combined with the post-platform distribution model that is evolving in the digital economy, means that music video’s role has to change. Music video as a genre now has to do two things: it has to be native to specific platforms and has to encompass content where music is the theme but not necessarily all of the video.

Key Findings 

  • Music video            entered its third phase of           
  • Music accounts                       of the views for the                       most viewed YouTube channels 
  • Music only            for            of the YouTube channel            in the top           
  • Video consumption            now highly fragmented with messaging            becoming a significant distribution channel
  • The most            YouTuber puts out            times as            video content in a week            the most prolific music artist            the top            YouTube channels
  • Music accounts                       of videos viewed on YouTube            only            of time spent
  • With pre-roll            ads being served approximately every            on YouTube, music’s share of            ad revenue is just           
  • New video            are needed that create context            music and that are native            the platforms they are consumed           

Unlock critical media insight and intelligence for competitive advantage

Our clients have full access to all of our reports. Become a Client

Already a client? Login to read this report