Every day, our teams wake up completely dedicated to making
YouTube the best place for over 2 billion music fans, and our
100 million YouTube Music and Premium subscribers
.
1
We’re carefully building an experience that brings fans closer
to the artists and music they love, immersing them in the
richness of content across all formats: music videos, audio
streaming, Shorts, live, fan-uploaded content, and more. We
still have a lot of work to do, but our mission is to bring
fans on a journey where they discover music through Shorts,
and then get connected to the rest of the artist’s repertoire,
inspiring them to become engaged fans who lean in. To give you
a sense of this experience, I’m thrilled to share new insights
and product launches:
-
More reach: In January 2024, Shorts TRIPLED the average
artist's audience of unique viewers.
This means Shorts featuring an artist's music tripled the
average artist's total reach!
-
More fans: In January 2024, artists active on
Shorts
2
saw more than 60% of their new
channel subscribers coming directly from their Shorts
posts on average.
In fact,
Myke Towers
gained 1.7 million subscribers in 2023, all directly from
his consistent Shorts uploads.
-
More engagement: Shorts are now averaging 70 billion
daily views and are being watched by over 2 billion
logged-in users every month. Plus, the number of
channels uploading Shorts has grown 50% year over
year.
This means more creators putting your artist's music in
front of more fans. From there, fans can go beyond
discovering the latest single and onto exploring and
creating with your entire repertoire: music videos,
albums, interviews, live performances, and more.
-
Launching Music Video Remixes:
We’re thrilled to announce that we’re rolling out the
ability for Shorts creators to “remix” music videos.
Shorts creators will be able to put their own unique spin
on their favorite music videos using tools like Cut, Green
Screen, and Collab, creating fresh new content directly
with eligible official music videos.
We are so grateful to have partnered with artists like
Olivia Rodrigo
,
Dua Lipa
, and next,
Karol G
, to help them release their music and engage fans across all
formats. Together we’re making music reverberate across all of
YouTube, and I cannot wait to see what we develop together
next.
With love and respect,
“Walk This Way”