India’s love for YouTube is creating unparalleled growth for the home of online video around the world.
India is a major up-and-comer for online services right now with the recent launches of services like Spotify and YouTube Music, as well as the massive growth of local platforms like JioSaavn. Now, with over 256 million active monthly users, India is leading the way for the giant video site YouTube.
With a population of 1.3 billion people in India, 256 million users isn’t just a massive number but also means that one-fifth of India is watching videos on YouTube. With the launch of YouTube Music they’ve only become more popular and earned triple the users of Spotify’s impressive first week in which they gained 1 million users.
YouTube’s CEO, Susan Wojcicki said: “India is now both of our biggest audience and one of our fastest growing audiences in the world. YouTube today has become the first stop for users to consume content, whether they’re looking for entertainment or information. It is this incredible variety of content combined with the growing reach that makes YouTube a perfect platform for brands to drive personalised engagement.”
According to Wojcicki India’s use of YouTube on mobile devices has increased by 85% in the past year. 60% of the views in the country are coming outside of the 6 largest metro areas in India showing that their love for India doesn’t just represent metropolitan growth but a nationwide trend.
YouTube’s Indian growth isn’t just in viewers as creators are thriving in the country. Five years ago only 2 creators in India had over 1 million subscribers, that number is now over 1,200.
After months of feuding PewDiePie has accepted he is no longer the most popular channel on YouTube but he’s going out with a bang.
PewDiePie has famously been the most subscribed to channel on YouTube for years. That position has come under threat in recent months with the stratospheric rise of Bollywood channel T-Series, something PewDiePie has responded to with various campaigns and feuds.
But at last the channel’s growth can’t be ignored and the Swedish video maker has had to concede his position, congratulating the channel with a music video. He doesn’t take it lightly though, listing through various offences of the channel and accusations of their supposedly shady business practices.
T-Series’ chairman Bhushan Kumar is currently being investigated for “alleged evasion of huge tax and siphoning off hundreds of crores to foreign countries to purchase properties in the names of his employees”. As PewDiePie mentions in his diss track the channel started with pirated Bollywood songs and has various questionable steps along their way to the media giant they are now.
Whilst Felix Arvid Ulf Kjellberg (PewDiePie) is taking it in his stride with humour and doesn’t seem personally affected by the loss, the YouTube community sees it as a sign of something much more grave. Many see this as a turning point in YouTube’s priority for companies and corporate entities over independent creators. This has been seen more and more with recommended videos becoming saturated with chat show clips and popular music videos.
Whilst the culture on YouTube is part of a shifting dynamic, it was heartwarming seeing a community come together again in a campaign to keep PewDiePie at the top. Regardless of if it failed it shows that YouTube is yet to become a faceless media platform.
One of the most consistent criticisms of YouTube is their striking system which is necessary but sometimes aggressive. Updates to strikes make them more clear.
YouTube have announced updates to their Community Guidelines that introduces a “new, simpler system” for strikes. They say that they have worked with creators to refresh their sometimes criticised approach to strikes to see what the community really wants.
YouTube say that based on feedback they are updating the system with consistent enforcement, clear policies, and transparency about the impact of strikes. With that in mind they’ve broken down their revamped rules into 3 clear sections: opportunities to understand the policies, a consistent penalty for each strike, and better notifications.
More opportunities to learn YouTube’s policies
Although 98% of you never break our Community Guidelines, they are vital to making YouTube a strong community and balancing freedom of expression with the freedom to belong. That’s why—from our earliest days—we’ve relied on a three-strikes system and email notices to give everyone a chance to review and understand what went wrong before they face more severe consequences. And it works: 94% of those who do receive a first strike never get a second one
We want to give you even more opportunities to learn about our policies, so starting February 25, all channels will receive a one-time warning the first time they post content that crosses the line, with no penalties to their channel except for the removal of that content. This is to make sure everyone takes the time to learn about our Community Guidelines, and then can quickly get back to creating great content and engaging with their audience in a way that complies with our rules.
Along with this new warning, we are also expanding the policy resources available in our help center to give more detail about what behavior will result in a strike. This includes new, detailed examples of the kind of content we commonly see that breaks our rules.
Consistent strikes across all of YouTube
We’re also making the penalty for violating our Community Guidelines the same wherever it happens. While most strikes result from videos, our Community Guidelines cover all content on YouTube, including stories, custom thumbnails, or links to other websites included in a video’s description or infocard.
Previously, not all strikes had the same penalty on your channel. For example, first strikes on videos would trigger a 90-day freeze on live streaming, and second strikes would result in a two-week freeze on new video uploads. We heard from many of you that this was confusing and the penalty didn’t match the source of the strike. Now, based on your feedback, all Community Guidelines strikes will have the same penalty:
As mentioned, everyone who uploads content to YouTube will now receive a warning the first time their content crosses the line. Although the content will be removed, there will be no other penalty on the channel. There will be only one warning and unlike strikes, the warning will not reset after 90 days.
The first strike will result in a one-week freeze on the ability to upload any new content to YouTube, including live streaming, and other channel activities. Strikes will expire after 90 days.
The second strike in any 90-day period will result in a two-week freeze on the ability to upload any new content to YouTube.
The third strike in any 90-day period will result in channel termination.
Transparency about your channel status
Finally, we always want to make it clear why a strike occurred, what it means for your channel, and the next steps that are available—including appealing the decision in case you think it was a mistake. To that end, we’re making our email and desktop notifications clearer, and they will provide more details on which policy was violated. We are also adding new mobile and in-product notifications to make sure you have all the important information about a strike available at a glance.
These updates are part of our ongoing work to make sure that YouTube is the best place to listen, share, and create community through your stories. Our strikes system is an important way for us to help creators and artists understand when they’ve crossed the line by uploading content that undermines that goal, and your feedback has helped to make this system work better for the entire community. We’ll build on this and all the progress we’ve made over the last year by continuing to consult with you as we strengthen enforcement and update our policies. We want to make sure they’re easy to understand and address the needs of the global YouTube community.
Remember scrolling up and down on mobile devices? Pepperidge Farm remembers. But the Tinder technique is spreading through apps from Instagram to YouTube.
Last month Instagram got caught up in a bit of a furore after it leaked out that they were testing a new horizontal approach to their app. Some Instagram users opened up their app to find a single post on their screen that they could swipe left and right to navigate through. It wasn’t supposed to be made public, apparently, and they haven’t implemented it but now YouTube are taking a shine to the swipe approach and adding it to their videos.
YouTube have updated their app on iOS devices so that when you’re watching a video you can swipe right to move on to the next video. According to their developers UX research shows that swiping is easier for users than tapping with a larger area for correct input as tapping your selection requires precision. Additionally 70% of YouTube viewers are now on mobile so YouTube want to increase engagement with their majority users.
The design team say that the feature, referred to internally as ‘swipey watch’ has been 2 years in the making and has has extended testing, but now it’s rolling out to iOS devices this week. Android users will have to wait a bit longer as the team continue to test and refine the feature based on it’s use on iOS.
At RouteNote we offer free music distribution to the worlds favourite streaming services and stores. We also work with YouTube to protect your music and help you get paid in brand new ways. Find out what the deal is with YouTube Content ID in the video below.
Get your music onto services like Spotify, Apple Music, TIDAL, Deezer and many, many more all for free at www.routenote.com.
YouTube Music is helping you keep up on the trends by turning all of their top charts into playlists so you can easily come and get on top of what’s popping.
Earlier this year YouTube built and launched a new platform to keep their expansive catalogue of music content in one place and improve revenues for artists. YouTube Music has been getting better all the time since it’s launch as Google make it a fully loaded streaming platform. Their latest move presents all of the hottest new music and the tracks doing the rounds right now in a playlist series.
YouTube Music’s new playlists include the top most played songs on YouTube this week, the most viewed music videos, and the hottest track on their What’s Trending section. The playlists can be easily found on the home page or using YouTube Music’s search to find them. Find the music that’s trending around the world and nearby in all of the 29 markets that YouTube Music has launched in so far.
Every country where YouTube Music is available will get 5 charts playlists which include two based on the music trending in their territory as well as two global lists. Each playlist can be added to your library so you can stay up-to-date with the trending charts as soon as you open up your streaming service.
Top 100 Songs: The most played songs on YouTube (global and local charts available)
Top 100 Music Videos: The most viewed music videos (global and local charts available)
The Top Music Videos chart goes beyond the song and gives fans the chance to dive into the most viewed official music videos on the platform. Top Videos is updated weekly on Sunday at 12 p.m. PST. Each country will get both a global and country-specific version of this chart. This week, the U.S. list is topped by the same two tracks as the songs list, with Nicki Minaj at #3 with “Good Form ft. Lil Wayne.”
Top 20 Trending (local chart)
The new Trending chart is updated multiple times a day to provide a unique, real-time view of the hottest new music fans are enjoying in a specific country. The Trending chart is YouTube’s first dedicated external signal of the most-viewed new music on the platform, providing an instant snapshot of what is driving music culture. Ariana Grande completes her clean sweep in the U.S. this week, with XXXTENTACION’s “Guardian angel” and Kodak Black’s “Calling My Spirit” rounding out the top 3.
The charts, currently topped globally by Ariana Grande’s “thank u, next,” are the most accurate reflection of what’s happening in music culture and based purely on the number of views from more than 1 billion global music fans on YouTube each month. Full details about how YouTube charts are calculated can be found here.
2018 has been another massive year for YouTube with over 673 million views on videos around the world. They’ve revealed the videos that had the most amount of people watching, laughing, sharing and liking.
YouTube have rewound on 2018 to look back at the greatest moments of the year, or at least what people were most interested in. The most viewed video all year was an 11 minute short film on Kylie Jenner’s baby Stormi, following Jenner’s pregnancy and then the birth of Stormi. It was viewed over 53 million times and became the #1 Top Trending Video of 2018… the list can only get better from there surely. Lets find out!
On the music side of things it has been a big year for YouTube. They launched the new YouTube Music platform as a dedicated place for music streaming which allows users to sign up and listen to music ad-free as well as providing higher royalties on videos to ensure that artists get paid fairly for their music, a longstanding criticism of music being readily available on the video platform.
Following last year’s international love of the hit track Despacito, Latin Music has exploded on YouTube this year. In the top ten most watched music videos for 2018, a whopping 8 of them were Latin artists.
YouTube are preparing for their Rewind 2018 by asking creators and video makers on YouTube to share their insights on what made 2018 on YouTube. Not everyone was keen on that though as that video has become the second most disliked video on all of YouTube. It’s second only to Justin Bieber’s ‘Baby’ music video which took 8 years to reach the number one spot with over 9.7 million dislikes. It took ‘YouTube Rewind 2018: Everyone Controls Rewind’ only 3 days to amass over 6.8 million videos.
The controversy over the video is that YouTube excluded a bunch of it’s top creators, including the most subscribed to creator on YouTube; PewDiePie. There are a number of reasons why Felix Kjellberg (PewDiePie) and Logan Paul as well as other popular YouTuber’s might have been excluded but the community are clearly unhappy.
YouTube’s 2018 Rewind video will be released soon and sum up “the creators and artists who shaped popular culture in 2018”. After the reaction to the pre-Rewind video though YouTube may be up against a tough crowd.
YouTube’s Instagram style Stories are being opened up for loads more channels whether creators care for it or not.
Last November YouTube launched their Stories feature allowing creators to upload short videos that stay online for 7 days for subscribers and non-subscribers. It allows interactions between fans and creators who can both comment and respond to each other. YouTube are now opening up Stories to any creators with more than 10,000 subscribers.
Whether creators will want to take advantage of the feature is another story as users have criticised that it’s a blatant rip off of Instagram’s Stories, which in itself was a feature taken from Snapchat. Now that it’s opened up to many more creators the uptake might be more positive as it creates more community engagement between YouTube creators and their fans. YouTube’s focus with stories seems to be to create comments and conversations between people, giving it a new take on Instagram Stories.
Whether the more disposable platform of short, temporary videos will take off on YouTube’s platform which has been built on full, proper videos for serious creators will have to be seen as it launches for wider audiences. YouTube say that Stories are “specifically designed with the YouTube creator in mind”.
Long-time YouTube creator Philip DeFranco tweeted his concerns about the feature, saying: “They stay up for 7 days, they allow comments, but you can only reply with another video/pic, and they currently lack swipe up/video linking features which to me seems like a missed opportunity. Potential, but I’m skeptical.”
If creators embrace the feature it could take off with engagement from dedicated fans but it looks like it could go either way right now.
There’s nothing worse than being engrossed in a YouTube video and it’s interrupted by a mid-video advert. So YouTube are testing out ‘ad pods’ to get multiple ads out of the way in one block.
YouTube have began testing playing two consecutive adverts before videos instead of splitting them out across the video. Creating a more uninterrupted experience would definitely enhance YouTube’s giant video platform with adverts popping up in the middle of longer videos often randomly placed and therefore disturbing the flow of whatever you’re watching.
YouTube are looking towards a TV-style block of advertising so that multiple ads play back-to-back, allowing videos to play for longer without interruption. YouTube have found in their own analysis that fewer interruptions in viewing sessions leads to higher rates of people actually watching the adverts and causes less people to leave the content. The new ‘ad pods’ will give viewers the option to watch two ads stacked or they will have the option to skip to the video after a set watch-time as usual.
YouTube are launching ad pods on desktop this year and are planning on bringing it to mobile and their TV apps soon after. YouTube want to enhance the viewer experience whilst retaining brands and advertisers strong connection with YouTube and their ability to reach YouTube viewers.
YouTube taking an approach more similar to TV doesn’t come as a surprise as they continue to re-invent the platform as not just a place for posting short and snappy content but also prioritise longer content and watching experiences. The facts speak for themselves as more and more users begin watching YouTube on their TVs – over 180 million hours of YouTube is watched on TV screens every day. As they continue to prioritise engagement and longer sessions with users we will no doubt see more updates that enhance extended YouTube viewing.
YouTube have reinvented themselves for music in the past year and it’s paying off as musicians are making more than ever before on the world’s home for video.
Only 1 year ago and YouTube was a very different place for artists. The Google owned video giant was scrabbling to sign deals with the major labels and smaller rightsholders and publishing agencies as pressure from the music industry mounted over their poor payouts for artists with a streaming rate lower than all of the music streaming services.
That all changed this year with the launch of YouTube Music. Their new service offers a dedicated music service offering all of their varied music content from full albums to music videos and live concerts. Most importantly of all, with it’s own dedicated platform music now gets paid much more fairly on YouTube and not the same ad-revenues that every YouTube video receives.
YouTube revealed in their new report on fighting piracy that in the last 12 months they have paid out more than $1.8 billion in ad revenues to the music industry. That’s a giant 80% more than the year ending September 2017 when they had generated just $1 billion for the music industry. They say that all-in-all they have paid out over $6 billion in total ad-revenues to the music industry, meaning the past 12 months make up almost a third of all their music payments. That’s how significant YouTube Music is to artists and their livelihood on the video streaming site.
YouTube say in their report: “Combined with revenue from our growing subscription service, YouTube Music Premium, and money earned from monetising fan uploads, YouTube is contributing a meaningful and growing revenue stream for the industry while providing a powerful platform to engage with fans around the world.”
YouTube presented Taylor Swift’s Shake It Off as an example of the success that artists can find on YouTube. By July 2018 Swift’s music video had been watched over 2.5 billion times, which was more than 10x the amount of times it had been streamed on traditional streaming services. According to research by MIDiA, music videos now reach 1 billion views 10 times quicker that they did in 2010.
It’s a lucrative platform and now they’re compensating artists fairly, it’s a great place to be discovered and listened to. YouTube are definitely paying out artists more now but even last August their Head of Music, Lyor Cohen claimed: “Critics complain YouTube isn’t paying enough money for ad-supported streams compared to Spotify or Pandora. I was one of them! Then I got here and looked at the numbers myself.
“At over $3 per thousand streams in the U.S., YouTube is paying out more than other ad-supported services. Why doesn’t anyone know that? Because YouTube is global and the numbers get diluted by lower contributions in developing markets. But they’re working the ads hustle like crazy so payouts can ramp up quickly all around the world. If they can do that, this industry could double in the next few years.” With an 80% increase in music ad-revenue in the past 12 months, Cohen wasn’t wrong.