YouTube has released new statistics in a blogpost on the performance of its feature, YouTube Shorts, which allows users to create and share short-form vertical videos. The post highlights some interesting insights into the success of the feature, including its impact on the music industry.
Shorts has now reached over 50 billion daily views as of December 2022. In addition, YouTube has seen a 3.5x increase in the number of channels using the Shorts camera, and a 2x increase in the number of daily uploads since the feature’s launch in September 2020.
In January 2023, artists active on Shorts saw more than 50% of their new channel subscribers coming directly from their Shorts posts on average. In addition to that, fan-created Shorts increased the average artist’s audience of unique viewers by more than 80%. This means fans on Shorts are nearly doubling an artist’s total reach on the platform.
Nigerian artist Rema & Selena Gomez surpassed 60 million unique viewers of their official music videos and Shorts for Calm Down by leveraging all the video formats available on YouTube. Post 60M unique views, their fans uploaded Shorts featuring the track Calm Down, taking viewership to 410 million unique viewers in January, translating to an increase of over 500%.
The blogpost notes that music is a top genre on Shorts, with many users creating short music videos featuring popular songs. In fact, the report states that over 50% of the top 100 most viewed Shorts videos in the US feature music.
It also highlights some specific music-related data points, including the fact that over 25% of YouTube’s daily Shorts views come from videos that use music from the platform’s vast library of licensed tracks. In addition, the number of new channels uploading music Shorts has increased by 3x in the past two months, indicating that more and more artists are using the feature to promote their music.
YouTube is doubling down on this with another announcement. It is now going to add fan-uploaded Shorts to the existing ‘Total Reach’ metric in its analytics for artists. This will lead to an astronomical increase in the stats of many emerging musicians.
YouTube announced that they are also creating a brand new Songs section in Analytics to help artists see how fans are listening to their music or creating with it, across all video formats in one place.
Click here to read the blogpost.