Reports: YouTube

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.

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

Cover image for Next Steps For Music Video

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...

Short Form Video Growth
The Rise Of Social Video

Tim Mulligan

November 2015

YouTube

Online video

Facebook

Since its launch back in 2005, YouTube has dominated online video with an audience winning combination of user generated content and corporate short form content. While YouTube is more successful in terms...

Facebook Video
Not The Real Deal Yet But Could Still Unseat YouTube

Mark Mulligan

July 2015

YouTube

Online video

Facebook

Facebook is emerging as a serious challenger to YouTube and is building clear momentum that is giving the incumbent cause for concern in a way that few other short form challengers have yet managed to...

On Demand In Demand
Meeting The Needs Of The On Demand Fan

Mark Mulligan

June 2015

Subscriptions

Streaming

2014 was undoubtedly streaming’s biggest year yet, growing by 39% and accounting for nearly a third of all digital revenues. But the market is a long distance yet from being in a position where it can...

Video Market Country Profile: UK
Catch-Up TV Supercharges The Market

Tim Mulligan

April 2015

Apple

YouTube

Online TV viewing in the UK is now a mainstream consumer activity. This has been facilitated by near universal levels of internet connectivity and smartphone adoption and driven by the unique role played...

YouTube Disruptors
The Companies That Aim To Challenge YouTube In Its Second Decade

Tim Mulligan

March 2015

YouTube

taylor swift

traditional media content producers

YouTube’s supercharged success over the last decade shows signs of having created a monopolistic mindset in the company that leaves it ripe for disruption. Its runaway success as both a content discovery...

YouTube Channel Growth
How Native Content Strategies Will Underpin Success

Tim Mulligan

March 2015

YouTube

10th anniversary viral stars

traditional media content producers

YouTube’s first decade established the video category that is still widely referred to as short form video, even though it is only music videos that any longer cling religiously to the few minutes format....

YouTube Channels
How YouTube Stars Build Engaged Audiences

Tim Mulligan

March 2015

YouTube

traditional media content producers

YouTube Channels

With 1 billion monthly users, YouTube is the third most popular online destination globally making it the world’s de facto pure play video destination. A whole generation has grown up with YouTube as...

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...

Global Digital Music Services Benchmark
The Digital Music Marketplace

Cover image for Global Digital Music Services Benchmark

Mark Mulligan

September 2014

Subscriptions

Streaming Music

Music Subscriptions

The global digital music industry may only be growing steadily (5% in 2013) but beneath the headline number is a richly varied picture of different services, diverse regional growth rates and competing...

The Streaming Effect
Assessing The Impact Of Streaming Music Behaviour

Alun Simpson and Mark Mulligan

August 2014

Subscriptions

Streaming Music

Music Subscriptions

Streaming has arrived and is here to stay, that much is clear. What is not is how it will impact existing music revenue streams. Though neither a business model nor a product, streaming is the lens through...

Content Connectors
How the Coming Digital Content Revolution Will Change Everything

Mark Mulligan

August 2014

Subscriptions

Apple

Spotify

Content Connectors, devices such as Apple TV, Google’s Chromecast, Amazon Kindle Fire TV and Roku, are set to transform the way in which mainstream consumers interact with digital content. Current adopters...

The Digitally Native Music Consumer
A Digital Native Music Behaviour Deep Dive

Cover image for The Digitally Native Music Consumer

Mark Mulligan

July 2014

Consumer Behaviour

Streaming

Streaming Music

Natives and Immigrants demarcate the digital world. While Digital Immigrants bear the baggage of their analogue era past, Digital Natives have only ever know ubiquitous connectivity and content availability....

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