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Revenues from Premium (including YouTube Music) are projected to climb from $2.54 billion in 2022 to $4.54 billion in 2026, even as annual growth slows to 12.1%. Why it matters: The Premium Lite rollout targets cost-conscious users seeking ad-free viewing at a lower price point鈥攑otentially helping YouTube convert more users in markets where affordability is key.

Music is a big reason: 79% of ages 13 to 17 listen to music on YouTube, while 74% watch music videos on the platform. The combination of TikTok, Instagram, and Snapchat is still the essential social media starter pack for teens. Teen users are spending more time on TikTok than they do on Snapchat and Instagram combined, per our forecast鈥攂ut it鈥檚 decreasing overall.

Patreon inked a partnership with Sony and Wondery in April that made select Sony Music and Wondery podcasts available on Patreon. As part of the partnership, Patreon also introduced exclusive fan perks and content for listeners.

Adding to its suite of customization tools, the use of AI could help enhance subscriber interest amid price hikes and provide personalized music suggestions.

The former is looking into podcast deals, and the latter partnered with Sony to offer Sony Music podcasts on its site. Where the users are: YouTube has 2.5 billion monthly active users (MAUs) while Netflix and Spotify trail far behind with 760 million and 678 million, respectively, per our forecast.

The rest will go to streaming radio from local and national broadcast stations, satellite services, and other online platforms that may offer ad-supported on-demand music and audiobooks in addition to more curated radio-like listening experiences. Click here to view our full forecast for US programmatic podcast ad spending.

Music and pop culture partnerships. By aligning itself with popular artists and aligning merchandise with concert-going trends, Claire鈥檚 has managed to stay relevant, even as the pop culture trends themselves shift.

Music startups raised $240 million in Q1. 蘑菇AV $200 million of that went to Duetti, a company that purchases music rights from artists and partners with TikTok and YouTube for distribution. Our take: Rising tariffs and reduced consumer spending may prompt retailers to scale back influencer partnerships and slow down digital ad spend.

Spotify, YouTube Music Premium, and regular YouTube Premium鈥攚hich includes the premium music tier鈥攁ll raised their subscription fees in July 2023. Amazon Music and Apple One (which includes Apple Music) followed with price hikes that November. In May 2024, Pandora increased its fees, and Spotify did so yet again in July.

Major upcoming festivals that will feature Square payments include Veld Music Festival, Electric Island, and Badlands. Venue potential: The partnership could let Square use one of Canada鈥檚 largest concert and festival venue operators as a testing ground for its newest tech with a captive audience.

Key stat: YouTube Premium, Premium Lite, and YouTube Music surpassed 125 million subscribers in 100 countries and 20 languages in March, indicating unparalleled reach potential for Shorts. The caveats: Pushing Shorts to the top of the YouTube app on TVs is rubbing some users the wrong way.

Streaming video and music top Gen Z adults鈥� media activities, but their digital lives aren't just about entertainment. The multitasking, multidevice cohort treats the intersection of media and technology as a lifeline for socializing and staying informed.

The case marks the first time Hollywood giants have gone after an AI company, per NPR, following lawsuits like The New York Times suing OpenAI and Microsoft and major music companies suing Suno and Udio. The background: Midjourney generates images from typed user queries and serves as a small competitor to tools like OpenAI鈥檚 DALL-E.

Music and audio streaming adoption in Russia lagged the regional average. Only 42.6% of respondents reported using music or audio streaming services, significantly below the regional average of 54.3%. The suspension of service from international streamers like Spotify and Amazon Music likely lowered participation. The largest YoY change was in live TV viewership.

Mexico was also a leader in music streaming at 84.9%. That exceeded the regional average by 4 percentage points. For music streaming, the country ranked No. 3 globally. Mexico led voice assistant usage regionally. More than a third (34.0%) of respondents used a voice assistant: 22.8% to find information and 22.0% to complete a task. Device Ownership.

Music streaming鈥檚 88.6% penetration rate made China No. 1 in the world. That was a gain of 12.0 percentage points YoY. Respondents were asked if they used a select group of international and domestic services, including KuGou, Kuwo, and QQ Music. The average daily time spent with music streaming was 1:04.

Sapphire Reserve will also offer free Apple TV and Apple Music subscriptions. Sapphire Reserve's existing perks, like a flexible $300 annual travel credit for the cardholders鈥� anniversary; the choice between Global Entry, TSA PreCheck, or Nexus credit; lounge access; and travel protection remain in the package. Chase also said it will roll out a new Sapphire Reserve Business card later this month.

These tools help marketers quickly transform static assets into animated video ads, complete with music, overlays, and text鈥攏o production team required. Meta says Advantage+ Sales Campaigns deliver an average 22% boost in return on ad spend (ROAS), while Meta GEM, its generative recommendation model, improves conversions by up to 5%.

Music/audio streaming adoption in Ireland was exceptionally high at 77.2%, ranking second in Western Europe. This surpassed the regional average of 67.3% by a substantial margin. Daily time spent with music streaming (1:28) was also 12 minutes above the regional average. Ireland had high engagement with digital video content.

This could undermine Apple鈥檚 growing services business, including iCloud, Apple Music, and the App Store, which brought in $26.3 billion in fiscal Q1, a 13.9% YoY increase.

Patreon鈥檚 new partnership with Sony will make select Sony Music podcasts available on Patreon, including 鈥淕etting Better with Jonathan van Ness鈥� and 鈥淭his is History,鈥� while its partnership with Wondery will make podcasts like 鈥淪camfluencers鈥� and 鈥淜iller Psyche鈥� available. Patreon will also offer listeners exclusive fan perks and content as part of the partnership.

Patreon recently inked a partnership with Sony to make select Sony Music podcasts available on Patreon and offer exclusive fan perks, while Spotify expanded its Partner Program to nine new markets to entice more creators.

Music/audio streaming usage decreased by 6.5 percentage points YoY. Just 66.4% of respondents used music streaming services this year. Time spent with music streaming averaged 1:39 daily, 7 minutes less than the regional average. Egypt's social media usage was also comparatively low at 93.1% of respondents, and it decreased by 0.9 percentage points YoY.

Video and music streaming ranked fairly low in the country. Video streaming penetration was 85.4%, making South Korea No. 41 globally. Music streaming has been adopted by 51.9% of respondents, putting the country at No. 46 globally and well below the regional average of 82.4%. Print readership in South Korea trailed almost every country in the GMI.