The Power of Music Content on YouTube

It’s a great time to be a music fan. With streaming platforms such as Apple Music and Spotify, you can listen to any song, anytime, anywhere, as often as you want. Though many people don’t think of it, YouTube is actually the most popular destination for music listeners online. While official music videos are among the most popular content on YouTube (9 out of the top 10 most watched YouTube videos of 2020 are music videos), fans are also watching everything from dance choreography to band interviews.

And it goes much deeper, with content that helps music fans connect with their favorite artists, such as concert footage and artist sketches which can even include interviews and live performances and footage straight from the band’s tour bus. 

We are also seeing new types of music content come to life, from cover songs and mashups, memes and parodies, to lyric and reaction videos. While teens certainly love watching music content on YouTube, audiences you might not expect are tuning in as well. 60% of Americans aged 35 to 54 and 29% of Americans aged 55 and up say they visit YouTube for music-related content at least once a week. Music creators,  from dancers to cover artists,  are part of the promotion process, and are reshaping how music hits are created.

60% of Americans aged 35 to 54 say they visit YouTube for music-related content at least once a week.

In the past, labels had a limited number of ways to promote their music: radio stations and press. Today, in a world where fan covers can drive just as many views as the official music video, labels are rethinking how they release and promote songs. Since “fan covers” can drive just as many views as the official music video, labels are rethinking how they release and promote songs and are going direct to YouTube creators for help promoting their music, recognizing their fan influence.

The data suggests these strategies are paying off as 91% of YouTube music users who have made music-related purchases in the past year have watched a related YouTube video prior to making the purchase. Although MTV may no longer play a lot of music videos,  the visual component of music is stronger than ever. 

What does this all mean for brand’s and their marketing? It means that there is an enormous audience hungry for more music content, and brands that can find creative ways of leveraging music content in their marketing have a lot to gain.

No matter who you’re looking to connect with, they are likely to be deeply engaging with music content on YouTube. Music is therefore an opportunity to reach consumers of all ages and backgrounds, at scale. Brands should also strategize about how they can partner with musical influencers, since few other genres incite as much passion.

VideoFresh’s team of video marketing experts is ready to help you to craft the perfect videos to boost your online customer conversions.

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