Reports: music video

Browse all of our reports, featuring our analysts' expert insights and analysis of audience segmentation, emerging trends and technologies, value chains, market shares, predictions and more – backed by our proprietary survey data and bespoke models & forecasts. Become a subscriber to get new ones every month, or just pick one to get started.

Music IP as video content
Why music fandom is strategically important for D2C

Tim Mulligan

July 2022

Spotify

Video

Vevo

Music rightsholders are keen to leverage artist IP in an increasingly competitive direct-to-consumer video landscape, where appealing to silver streamers is a strategic play to minimise churn in an era...

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

Mark Mulligan

August 2018

Streaming

Streaming Music

Spotify

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...

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From Music Video To Music Inspired Video
Music Video In The Multi-Distribution Era

Tim Mulligan

November 2016

music video

SVOD

TVOD

Music video at the end of 2016 finds itself at a crossroads. The original perception of Music video as a sales promotion tool no longer applies in the post-download era, when consumers are now showing...

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State Of The YouTube Music Economy
Growing Tensions As Worldviews Collide

Mark Mulligan

July 2016

Streaming

Streaming Music

YouTube

YouTube is the music platform of choice for Millennials and Gen Z and is by far the most widely used streaming service on the planet. But YouTube and music rights holders have never been the closest of...

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Next Steps For Music Video
How Music Videos Miss Much Of The YouTube Opportunity

Tim Mulligan

January 2016

YouTube

Twitter

music video

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...

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Unlocking YouTube
How YouTube’s Music Key Will Impact Subscriptions

Mark Mulligan and Martyn Davies

October 2014

consumer behavior

Consumer behaviour

Subscriptions

YouTube is the globe’s leading digital music service but it delivers comparatively little back to the music industry in direct revenue. Even the one billion dollars paid out in Content ID revenues only...

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