Reports Music

One Billion-Plus YouTube Music Videos Latin Takeover

Report by Mark Mulligan
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The 20,000 Foot View: While rightsholders and YouTube fought a bitter war of words around Article XXX 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.

Key Findings

  • A record XXX music videos reached one billion streams in 2018, up from XXX in 2017 and XXX in 2016
  • Music videos released in 2018 that reached one billion views took just XXX days to do so, more than ten times faster than those released ten years earlier
  • YouTube’s overall consumption is growing but it has also made music more central, increasing its music recommendations efforts 
  • Prior to 2015 the average number of songs released each year to register one billion streams was just eight; between XXX that number had risen to XXX hop’s audio domination does not translate to video, making up just XXX of the one billion-plus videos
  • Pop acts have more one-billion-view videos than any other genre of artist, with XXX of all one billion-plus videos
  • However, Latin music videos will soon lead the all-time rankings, already accounting for XXX of one billion-plus videos released in 2018
  • Just XXX of one billion-plus videos are by rock artists and none have registered since 2016; in 2007 rock accounted for half of all the one billion-plus videos released that year
  • Looking at the share of all views generated by one billion-plus video views, Latin releases grew from XXX in 2012 to XXX in 2018
  • Pop is losing traction. One billion-plus pop videos from 2016 generated XXX billion views, but by 2017 this had fallen to XXX billion
  • Latin music videos are getting to one billion views faster than ever while the acceleration has slowed for pop
  • Fan engagement is growing: the number of streams per like for one billion-plus videos fell from a high of XXX in 2009 to just XXX in 2018
  • Puerta Rican reggaetón and Latin trap artist Ozuna has the most one billion-plus YouTube videos with eight, totalling XXX billion streams 
  • Record labels need to take a more nuanced approach to reading global scale data trends; global scale does not always mean global appeal

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

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