Reports Music

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