YouTube has over a billion users, all on average aged 16-50. It has been the number one music streaming site for over a decade. But due to new technologies and brands expanding themselves into video format, YouTube have been driven to take extra methods to keep themselves relevant. It has become clear that the overall experience has changed as users are not interacting with YouTube in the way that they once were, due to music streaming issues, competitor music services and YouTube born personalities in the form of vloggers.
It has come to our attention that YouTube have been called out for their lack of investment regarding the music industry. Apps like Spotify for example are known for paying large sums of their revenue back to the music industry however; if they were to refuse to pay a record label, the artist has the option to pull their music. With YouTube this is not the case. It has been said that YouTube are taking advantage of the Dysfunctional Copyright Act as well as the DMCA (Digital Millennium Copyright Act).
YouTube’s model is based predominantly on advertising, therefore music videos that only last a few minutes are unlikely to have many ads. Basically no ads = no money. Yet popular YouTube sensations like Zoella or Gracie Francesca, who regularly share vlogs of up to 20 minutes will reap the benefits.
Due to Vevo it may seem to users that music makes up the majority of content on Youtube, when in fact it is only 30%. The rest of YouTube content focuses around gaming, film, kids and especially vlogs. This all means that it is even harder for new artists and YouTube stars to gain recognition and create a fan base. Young music artists are finding it a lot harder as they will need to invest a lot of time before they have gained a substantial subscriber base on YouTube.
Popular stars such as Madilyn Bailey are lucky to have launched their careers before the YouTube/music drama emerged. With over 2.7 million subscribers, Madilyn has been able to launch her debut EP gaining tons of recognition. However if YouTube’s streaming continues to stay the same, Google could move Vevo over to another social platform such as Facebook. Then what would be left of YouTube? Where would fans turn to?
In the midst of it all, YouTube have noticed a change in user interactions and experience. Consequently, they have split their platform into an extra three mobile apps in order to meet different niche criteria. Apps are an everyday commodity and with YouTube having such a diverse audience with a varied set on interests, it would only make sense to react to these interests and needs in a modern and efficient way. As an attempt to stay competitive within the industry, YouTube have launched YouTube Kids, YouTube Gaming and YouTube Music. With this bold move, the day-to-day fan experience is now being enriched by YouTube with the introduction of these new verticals allowing users to go straight to one platform in order to find what they are looking for.