State Of The YouTube Music Economy Growing Tensions As Worldviews Collide
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The 20,000 Foot View 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 partners and intensive lobbying and counter lobbying in 2016 turned up the heat. Rights holders need YouTube more than it does them but not at any price and they feel they are being short changed. Partial and context-stripped data have only served to confuse what is already a highly complex and nuanced set of intertwined issues. This report features the most comprehensive YouTube dataset ever compiled in order to present all sides of the argument in an objective and impartial manner. 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. Because ultimately a simple, catch-all solution to an intensely complex problem simply does not exist.
Key Findings
- Safe Harbour-enabled is no longer the threat once was, with just of video views from unofficial uploads
- Three-quarters of are official, and of those, Vevo videos (representing of all views) of the top video streams are from user-created tracks (covers, paraodies etc.) and of consumers upload their own music of consumers are weekly YouTube music users, listening to tracks a week compared to for music subscribers
- YouTube rights were million in 2015, up 2014 despite total views growing billion
- Effective per-stream fell from to between 2014 2015 due to market factors
- Music represents all YouTube views, of time of ad revenue
- YouTube and rights payments represent of music ad revenue
- YouTube & are of music streams and revenue, but for ad supported of streams and of revenue
- If YouTube Vevo effective per-stream rates had at 2014 levels, then 2015 revenue would have been double
- Music needs adopt YouTuber best practices to revenue
Companies mentioned: Apple Music, ATV, BPI, Daily Motion, Deezer, Dubsmash, Facebook, IFPI, Musical.ly, Pandora, RIAA, Spotify, Tidal, Vevo, YouTube, Viacom