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State of the YouTube Music Economy 2.0 A Turning Point for All Parties

Report by Mark Mulligan
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The 20,000 Foot View:  This report is now into its second edition, updating the most comprehensive YouTube music dataset ever compiled in order to present all sides of the argument in an objective and impartial manner. The report provides an exhaustive view of the market for revenues, ad rates, stream rates, users, streams and subscribers. We do not seek to further any single stakeholder’s view point but instead put forward the necessary data, perspective and analysis for policy makers, legal professionals and music and tech executives to make informed decisions.

Key Findings

  • Weekly active user (WAU) penetration of YouTube for music videos ranges from        in India to        in Brazil
  • YouTube WAU penetration among        year olds peaks at        in the Brazil, falling to        in India, and is higher than Spotify in all markets except UK and Sweden
  • YouTube is the main way that consumers aged        year olds discover music
  •        of YouTube’s overall WAUs use the platform for music 
  • YouTube is a full stack streaming platform with widely used social features 
  •        of consumers skip video ads,        use ad blockers and        use ripper apps to download YouTube videos        year olds stream an average of        music videos every week
  • Music videos are the largest single content genre on YouTube, with        trillion annual views representing        of all global YouTube views in 2017
  • Music video generated        billion in 2017,        of all YouTube ad revenue
  • Gaming is the YouTube genre with the highest revenue per        hours        music was       
  • The music channels in YouTube’s top        channels generate        million a year and added an average of        subscribers each in the second half of 2017
  • The global effective rights holder per stream rate for music was nearly flat at        in 2017, though in the US it rose        to reach       
  • Hits are becoming bigger faster on YouTube and Vevo, with ten videos released in the first half of 2018 reaching one billion views 
  • In 2010 it took music videos an average of        days to reach the one-billion-views milestone; by 2017 the average was        days
  • In 2017 Vevo saw        videos released that achieved more than        million views, up from        in 2016

Companies and brands mentioned in this report: Alphabet, Google, Deezer, European Parliament, Facebook, Instagram, Mixcloud, Music Key, Snapchat, Soundcloud, Spotify, Vevo, YouTube, YouTube Music, YouTube Premium, YouTube Red

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