One Billion-Plus YouTube Music Videos Latin Takeover
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The 20,000 Foot View: While rightsholders and YouTube fought a bitter war of words around Article in 2018, the platform further underscored its importance for creating global superstars. With audiences fragmenting into algorithmically defined niches, YouTube and Vevo continue to create truly global scale audiences. Perhaps most significantly, YouTube is fast establishing itself as the consumption method of choice for Latin American audiences, and their listening behaviour is helping reshape the face of global music culture.
Key Findings
- A record videos reached one billion streams 2018, up from in 2017 in 2016
- Music videos in 2018 that reached one views took just days to so, more than ten times than those released ten years
- YouTube’s overall is growing but it has made music more central, increasing music recommendations efforts
- Prior to the average number of songs each year to register one streams was just eight; between number had risen to
- Hip hop’s domination does not translate to making up just of the billion-plus videos
- Pop acts more one-billion-view videos than any genre of artist, with of one billion-plus videos
- However, Latin videos will soon lead the rankings, already accounting for of billion-plus videos released in 2018
- Just of billion-plus videos are by rock and none have registered since in 2007 rock accounted for of all the one billion-plus released that year
- Looking at share of all views generated one billion-plus video views, Latin grew from in 2012 to 2018
- Pop is traction. One billion-plus pop videos 2016 generated billion views, but 2017 this had fallen to
- Latin music are getting to one billion faster than ever while the has slowed for pop
- Fan engagement growing: the number of streams like for one billion-plus videos from a high of in to just in 2018
- Puerta Rican and Latin trap artist Ozuna the most one billion-plus YouTube with eight, totalling billion streams
- Record labels to take a more nuanced to reading global scale data global scale does not always global appeal
Companies and brands mentioned in this report: Apple Music, Luis Fonsi, Maluma, Nicki Minaj, Ozuna, Spotify, Vevo, YouTube