Reports Music

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

Mark Mulligan
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The 20,000 Foot View:  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 provides an exhaustive view of the market for revenues, ad rates, stream rates, users, streams and subscribers. 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.

Key Findings

  • Weekly active            (WAU) penetration of YouTube for            videos ranges from            in India                       in Brazil
  • YouTube WAU            among            year olds peaks at            the Brazil, falling to            in            and is higher than Spotify            all markets except UK and           
  • YouTube is            main way that consumers aged            olds discover music
    •            of YouTube’s overall WAUs use the platform for music 
  • YouTube is            full stack streaming platform with            used social features 
    •            of consumers skip video ads,            use ad blockers and            use ripper apps to download YouTube videos            year olds stream an average of            music videos every week
  • Music videos            the largest single content genre            YouTube, with            trillion annual views                       of all global YouTube views            2017
  • Music video                       billion in 2017,            of all            ad revenue
  • Gaming is            YouTube genre with the highest            per            hours            music was           
  • The music            in YouTube’s top            channels generate            a year and added an            of            subscribers each in the            half of 2017
  • The global            rights holder per stream rate            music was nearly flat at            2017, though in the US            rose            to reach           
  • Hits are            bigger faster on YouTube and            with ten videos released in            first half of 2018 reaching            billion views 
  • In 2010            took music videos an average                       days to reach the one-billion-views            by 2017 the average was           
  • In 2017            saw            videos released that achieved            than            million views, up from            2016

Companies and brands mentioned in this report: Alphabet, Google, Deezer, European Parliament, Facebook, Instagram, Mixcloud, Music Key, Snapchat, Soundcloud, Spotify, Vevo, YouTube, YouTube Music, YouTube Premium, YouTube Red