YouTube Shorts: 100B+ Views With Content From Long-Form Videos in April

YouTube noted the increasing interplay between short-form and long-form content on its platform when it released its latest Culture & Trends Report at Cannes Lions last month, and that interplay shows no signs of slowing. The Google-owned video site said Thursday that YouTube Shorts containing content that was sampled from long-form videos generated more than 100 billion views in April. YouTube Shorts have been averaging 30 billion views per day, up roughly 400% year over year, and more than 1.5 billion logged-in users are consuming the short-form fare every month. The format is fueling artist discovery and fan engagement, with YouTube citing as examples JVKE, who has boosted his artist channel by 1.4 million subscribers directly via Shorts since January, and EMELINE, who grew her subscriber base by more than 150,000 and has also seen a 90% jump in long-form video views since she began posting Shorts. YouTube global head of music Lyor Cohen said in a statement, “Everybody knows that our mission at YouTube is to become the leading revenue generator for the music industry. Money is great, but it's not enough. Building artist fandom is equally important. We want YouTube to be the place for artists to connect and create meaningful relationships with their fans and grow long-term, sustainable music careers; Shorts, combined with long-form video, is proving to be a critical way to do that. It's our job to make sure that once fans find their life’s soundtrack on Shorts, they are met with prompts that encourage them to dive deeper into an artist's repertoire. YouTube is the only platform that can bring that experience to reality, and we are all in on making it happen. Republic Records executive vice president, global commerce and digital strategy Kevin Lipson added, “Shorts has quickly become a staple in our roster’s marketing strategies, social presence and album campaigns. It allows both developing artists and global superstars to tap into their fan bases and future channel subscribers. The consistent flow of unique short form video content is driving increased consumption throughout YouTube’s entire ecosystem, most important taking fans through a journey of storytelling, from the first studio session to the video shoot and then world tour. Shorts is our guide into the artist’s vision that will shape pop culture.” And Capitol Music Group president Arjun Pulijal said, “We’ve already seen firsthand the way that Shorts has organically driven artist discovery, streaming and subscriber growth. We’re always looking for ways to bring the conversation back to the artist, and I’m excited by the opportunities for worldbuilding and connectivity that can go beyond a snippet of audio. Unique Shorts content that lives in the same ecosystem as an artist’s long-form videos lends itself to a more holistic and immersive experience for artists and fans alike.”

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YouTube: 100B+ Views of Shorts With Content From Long-Form Videos in April

The music industry has taken notice

David Cohen

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David Cohen