Today's music fans don't just listen to songs. Their passion is also fueled by video. According to Ipsos, YouTube is the #1 preferred platform for discovering music across key global markets (Google/Ipsos, YouTube Music Ad Hoc, May 2018). Here's what's new in music consumption:
1. Music fans expect access to artists: To connect with their favorite musicians on a deeper level, fans seek out content beyond music videos—from concert recordings to mash-ups, covers, reaction videos and parodies. Who doesn't love Marshmello's cooking videos?!
2. It's not just young people: 60% of 35-54 year-old Americans visit YouTube for music-related content at least once a week. Why? Many of them may enjoy a trip down memory lane since 68% of people watching music on YouTube do so when they're feeling nostalgic.
3. Music creators reshape how we promote hits: Given that 91% of YouTube music users who made music-related purchases in the past year watched a relevant video beforehand, artists and labels are working with YouTube creators to promote new songs. Just this week, Paul McCartney appeared in an episode of Carpool Karaoke right after releasing two new songs.
No comments:
Post a Comment