Next Steps For Music Video How Music Videos Miss Much Of The YouTube Opportunity
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The 20,000 Foot View The music video has undergone a major transformation since its original conceptualization in the 1970s and commercialization 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 really a problem right up until the 2010s because consumers were still discovering and buying music as a result of watching the video. Now though 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.
Key Findings
- Music Video now the main way consumers with music digitally
- Music video outgrew audio streams in 2015 music is losing ground on relative to native creators
- Music artist label channels represented just of most subscribed YouTube channels in 2015
- Though artist label channels made up of native YouTubers outperformed again with of consumers watch music videos on YouTube while watched an artist’s YouTube channel
- Video plays the strengths of smartphones in that the static audio file
- YouTube is media consumption platform of choice digital natives, especially Generation Edge of YouTube music viewers are aged under
- Fewer than third of consumers buy music discovering new acts via streaming
- A quarter streaming consumers follow newly discovered on social platforms
- Only of viewing growth for YouTube’s fastest channels are music related
- YouTube stars the importance of authenticity for audiencesRecord labels and artists need build music video strategies designed YouTube in 2016 not YouTube 2010
Companies mentioned in this report: Comedy Central, Facebook, Instagram, NBC, Spinnin’ Records, Spotify, Twitter, YouTube,