How big of a music force is YouTube? Bigger than you can imagine.

What I can tell you is that when it comes to music, YouTube is huge. Or maybe not. Spotify is a mere gnat when compared to YouTube. The figure is based on research from Ipsos from 2017 that gauged internet use of people predominantly aged 16-64 in 13 of the globe’s leading music markets, including the US, UK, Germany, Japan and Sweden. We’ll see. Other video platforms, such as Vevo and Vimeo, were responsible for the remaining 9% of listening hours, according to the report. YouTube is the most dominant streaming platform in the worldwide music business. Google is scheduled to unveil something next week–I’ve been invited to a super-secret one-on-one meeting–which could end up being an announcement of the amalgamation of Google’s music services. Keep reading. Combined, then, audio streaming platforms were responsible for 45% of all listening – one percent behind YouTube’s estimated haul. (The research excluded China on the grounds that ‘IFPI is not aware of published figures for music users’ in the territory.)
Paid (subscription) audio platforms claimed 23% of total listening, according to the IFPI, with free audio streaming on 22%. I mean, freakin’ unbelievable massive. According to estimates published in the IFPI’s Global Music Report, the video streaming platform attracted 46% of all music streaming listening time around the world last year (excluding China). This is from Music Business Worldwide. Codenamed “YouTube Remix,” it’s said to bring YouTube, YouTube Red, Google Play Music and whatever other music services they have (Who can keep track?) under one roof.
Bigger than you can imagine. How big of a music force is YouTube?