YouTube CEO says 25% of all viewers’ hours are spent on music –

Image credit: Christian Wediger

About 25 percent of YouTube viewers’ hours are spent enjoying music, according to the commercial director of the Google-owned video-sharing platform, for more than 250 million hours of music consumption per day.

YouTube’s chief commercial officer (and former Netflix Vice President of Content) Robert Kinkel revealed the impressive ratio during the Royal Television Society’s Cambridge conference, which began today. Titled “Broadcast Britain: Reshaping British Culture on the Global Stage,” the YouTube-sponsored event attracted speakers, including former TikTok editor Kevin Mayer and former culture minister Oliver Dowden. (However, Dowden’s abrupt departure from his position led Information Minister John Whittingdale to speak.)

Breaking down YouTube watch hours, Robert Kinkel identified in RTS that a quarter of the platform’s global watch time is now attributable to music, with another 25 percent drawn from media companies and the remaining half from user-generated content.

Taking into account the statement by Philip Schindler, a Google leader, that there are “more than a billion hours of video watched per day” on YouTube as of the second quarter of 2021, users spend more than 250 million hours a day enjoying music in the bathroom.

Statistics on hours of music watched on YouTube are especially important given the proliferation of dedicated music streaming platforms such as Spotify, Apple Music, and Amazon Music, not to mention the popularity of satellite radio, traditional radio, podcasts, and various forms of audio entertainment.

Additionally, it stands to reason that a significant portion of YouTube creator content also includes music and music-related media, even if it’s not the production focus in question, meaning that more than 25 percent of the audience hours could include the Google subsidiary exposure. for songs.

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Although there are extensive clips from UGC and Media Company on YouTube, other evidence also indicates that music remains an integral part of the platform’s offerings. Without a doubt, “song” is still the most searched term on YouTube, according to Hootsuite.

In addition, the number noted by Kyncl provides revealing information regarding YouTube’s announcement earlier this month that Premium and Music had collectively attracted 50 million paying users, up from 30 million in November 2020.

Finally, it’s worth noting that YouTube Short surpassed 15 billion views per day in the last quarter, according to Alphabet’s latest performance analysis. However, a recent study found that ByteDance’s TikTok, despite lagging behind YouTube in total watch hours, outperformed the video-sharing service in average watch time per user in the US and UK.

YouTube reported during the second quarter of 2021 that it generated more than $7 billion from ads alone, roughly $3.19 billion compared to the same segment in 2020, which generated nearly $3.81 billion in revenue from advertising from YouTube.

Terry Alexander

"Award-winning music trailblazer. Gamer. Lifelong alcohol enthusiast. Thinker. Passionate analyst."

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