Uncovering an Artists Reach Across All Formats with YouTube Shorts Metric

Fans of popular musicians can expect to see even more fan-created content on YouTube in the coming months. Lyor Cohen, YouTube’s global head of Music, announced that Shorts – short videos made by amateur artists for the fun of it – increased the average artist’s audience by over eighty percent in January 2023. In addition, Lyor noted that artists who are active on Shorts saw a greater percentage of their new channel subscribers come from their posts about Shorts videos than from any other type of post.This suggests that there is great potential for budding musical talent to gain exposure through submissions to YouTube Shorts contests and other programs designed specifically for fans. Whether or not this will lead to an increase in popularity for individual musicians remains to be seen, but it seems certain that fans will continue to have a significant impact on the direction and success of music streaming platforms like YouTube

The launch of the new “Songs” section in the Analytics tool is a significant development for artists and their teams, as it gives them insight into how fans are listening to their music or creating with it. The section displays top songs from the past 28 days, as well as which songs are being most used in Shorts-style videos. This information can help artists make better decisions about how to market their music and create content that will resonate with their fans.

Superstars like Selena Gomez and Rema Lee have capitalized on the success of online shorts by creating originals and leveraging other formats, such as music videos, to reach an even wider audience. These stars are succeeding because they provide fans with a unique experience that entices them to explore their catalog beyond the traditional music video format.

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Since uploading his 20 Shorts and four long-form videos, Oliver Tree’s channel has seen an increase in viewership from six million to 75 million in over four months. This surge of viewers has resulted in users amassing another 1.8 billion views for the songs featured on his channel. This demonstrates the power of content marketing, through which artists can attract new fans and retain them with engaging content that appeals to them.

If YouTube incorporates Shorts data into the Total Reach metric, it could have an impact on the promotion of new music. Artists who are interested in pushing their content to a wider audience may find that using Shorts is a more effective way to do so. This would in turn lead to more Daily Views for these shorts and stronger user engagement overall.

Almost one-and-a-half billion people are watching Google’s YouTube Shorts every month, but the number of views on these short videos lags behind Instagram and Facebook. In October, Meta reported that Reels–short video clips with {specific} music or audio remixes–seen by 140 billion people across both social media networks.

The move was seen as a way to help YouTube to better compete against TikTok, which had also rolled out its own TV app to various platforms last year. However, analysts say that it will be difficult for YouTube to overtake TikTok as the dominant player in this space.