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

Report by Tim Mulligan
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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 a clear preference for streaming rather than buying one-off products. This, combined with the post-platform distribution model that is evolving in the digital economy, means that music video’s role has to change. Music video as a genre now has to do two things: it has to be native to specific platforms and has to encompass content where music is the theme but not necessarily all of the video.

Key Findings 

  • Music video has entered its third phase of development
  • Music accounts for        of the views for the top        most viewed YouTube channels 
  • Music only account for        of the YouTube channel subscribers in the top       
  • Video consumption is now highly fragmented with messaging apps becoming a significant distribution channel
  • The most prolific YouTuber puts out        times as much video content in a week as the most prolific music artist in the top        YouTube channels
  • Music accounts for        of videos viewed on YouTube but only        of time spent
  • With pre-roll video ads being served approximately every        minutes on YouTube, music’s share of YouTube ad revenue is just       
  • New video formats are needed that create context around music and that are native to the platforms they are consumed on

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