How music bosses YouTube
Music may account for a mere 5% of content posted to YouTube, but it represents 20% of all views on the video service platform. Music racks up an average of 16,400 views per clip – compared to hugely popular gaming’s 3,000 – and that corresponds to more than 2,400 view per minute, according to new analysis from Pex.
And the analytics firm says music and entertainment are the only two YouTube categories that disproportionally deliver high returns on investment, ie hosting and distribution costs.
Users uploaded more than 1.3bn videos in 2018 but growth is slowing.
“This is not caused by competition luring users away, but rather by the fact that YouTube has peaked within the connected population,” says Pex. “Of the 4bn people that now own a smartphone, 800m are blocked from accessing YouTube in China, and some large parts of the world still don’t have fast enough connections to consume video content.”