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

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 has entered its third phase of development
• XXX accounts for XXX of the views for the top XXX most viewed YouTube channels 
• XXX only account for XXX of the YouTube channel subscribers in the top XXX style="line-height: XXX consumption is now highly fragmented with messaging apps becoming a significant distribution channel
• XXX most prolific YouTuber puts out XXX times as much video content in a week as the most prolific music artist in the top XXX YouTube channels
• XXX accounts for XXX of videos viewed on YouTube but only XXX of time spent
• XXX pre-roll video ads being served approximately every XXX minutes on YouTube, music’s share of YouTube ad revenue is just XXX style="line-height: XXX video formats are needed that create context around music and that are native to the platforms they are consumed on