One Billion-Plus YouTube Music Videos Latin Takeover

Mark Mulligan

April 2019

While rightsholders and YouTube fought a bitter war of words around Article 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.

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

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