YouTube hosts an annual event called Brandcast in hopes of attracting major advertisers to their streaming network. For the past four years, according to The Verge, YouTube has been hesitant with its opening address. This year, there was no hesitation:

“Today, I’m happy to announce that on mobile alone YouTube now reaches more 18–49-year-olds than any network — broadcast or cable. In fact, we reach more 18–49-year-olds during primetime than the top 10 TV shows combined,” said YouTube CEO Susan Wojcicki, citing data from a Nielsen study  of US viewers commissioned by Google. “At a time when TV networks are losing audiences, YouTube is growing in every region and across every screen.”

When we discuss streaming in electronic music, most people have been conditioned to think about Soundcloud, or tangentially Spotify. Other services like Apple Music, Pandora and Tidal just aren’t ingrained in the EDM consciousness as much, and it hasn’t seemed like YouTube has been either. Despite pulling in massive numbers, the streaming service has been much more aligned with video content than audio content.

However, as we know, there are entire YouTube channels dedicated to promoting dance music.

YouTube streamed Coachella Music Festival in 360 degrees a couple weeks ago, a first for the platform and a first for any major festival. At the time, it attracted 21 million viewers, “almost twice as many as tuned in to watch the season finale of American Idol.”

YouTube has always been a powerful streaming service, but as cord cutting becomes more popular with services like Hulu and Netflix, original content on YouTube is becoming more and more popular.

When you have over two and a half billion views on a single video, you know you’re doing something right.


via The Verge