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YouTube expands living room dominance: Sports, podcasts, and 4K content drive TV viewing surge鈥攁nd possibly a YouTube TV price hike.

Add the dominant YouTube to the list, and the menu only gets fuller. Podcasts and streaming are boosting digital listenership. Podcasts and streaming music have displaced many traditional radio habits. Most popular talk radio shows that attracted appointment listening in the past are available as podcast downloads.

The Coke Studio campaign directs consumers to digital experiences through QR codes that have generated more than 1.2 billion YouTube views and 100 million music streams in 2023. Quincey said the campaign was very effective on Gen Z. 3. The Kraft Heinz Co. mixes up products for dollar, club stores.

Many creators post podcasts to YouTube, meaning advertisers can reach their audiences by advertising specifically on YouTube, rather than on podcasts across other platforms like Spotify and Apple Music. Attribution can be difficult on podcasts, where listeners engaged in other activities like driving may not purchase directly from ads the way they might on social platforms like Instagram.

Our take: If digital ad spending growth slows, creators could see smaller ad-share payouts from YouTube. Diversifying both content length and income sources could help creators adapt to economic changes and platform pressures.

鈥淭ikTok had Charlie D'Amelio and the Music.ly crew to serve as an early example of what was possible to achieve, and YouTube has Mr. Beast,鈥� said Doug Landers, partner at talent management company Greenlight Group. 鈥淏luesky needs new faces to emerge that they can build their brand around.鈥�. Social platform fatigue.

They are drawn to TikTok鈥檚 short-video format and music-centric user-generated content, since copied by Instagram Reels and YouTube Shorts. Despite remarkable user growth, advertisers have concerns about regulatory scrutiny of TikTok. The company is under investigation by the federal government for national security reasons, similar to concerns among US regulators.

Spotify, Apple, and YouTube own the market. Spotify is the biggest player in the US digital audio market with 36.3% of paid digital audio subscribers in 2023. This year, YouTube Premium (28.6% of subscribers) will take over Apple Music (28.4%). While Spotify鈥檚 share of the digital audio market as a whole will shrink slightly, its podcast listener share is increasing.

YouTube is seeking record label licenses to expand its generative AI music tools鈥攚hile also letting users request the removal of AI-generated content resembling their faces and voices due to growing deepfake concerns. Retail media is another opportunity for YouTube.

Twitch reported 5.14 billion hours watched and 212 million total hours streamed, dwarfing competitors like YouTube Gaming, which posted 1.94 billion hours of watch time, and Kick, at 533.9 million hours. Its community鈥攔ooted in video games but expanding into esports, music, talk shows, and even cooking鈥攁ttracts a diverse base of creators, resulting in high watch-time numbers.

Meanwhile, platforms like YouTube and Prime Video are experimenting with AI for recaps as well as dubbing (see chart). Survey says: Sixty-nine percent of Gen Z, Millennials, and Gen X prefer TV shows and movies written by humans over generative AI, highlighting persistent skepticism about AI's ability to craft compelling narratives that resonate with audiences.

Netflix is courting more subscribers and competing with YouTube by embracing the creator economy. Netflix has already partnered with Ms. Rachel, a children鈥檚 education YouTube creator with 14.6 million subscribers, whose content is now available on the streaming service.

YouTube is seeking record label licenses to expand its generative AI music tools鈥攚hile also letting users request the removal of AI-generated content resembling their faces and voices due to growing deepfake concerns. Retail media is another opportunity for YouTube.

TelevisaUnivision is doubling down on young Hispanic audiences: With music festivals, microdramas, and dual-language content built for mobile.

The loss of TikTok in the US would cause a ripple effect across the media, marketing, and commerce landscape. Meta and YouTube stand to gain the most, but there is a long list of other winners鈥攁nd losers.

And we know that music videos on YouTube get millions and millions of views. So I think it really makes sense that by bringing music videos, it can exploit that desire and tap into an audience there that it can then sell ad space on. Marcus Johnson:. Very good. Max, Spotify's emphasis on video won't be its next big growth move. Make the case. Max Willens:.

UMG and TikTok clash over music rights, AI: The label is pulling its catalog from TikTok amid a pay dispute and the app's test of AI music features.

Short Video, Gaming, and Music Streaming Stand Out in Media Usage. Similar to the total US population, younger LGBTQ+ consumers more frequently use digital platforms like TikTok, Instagram, and YouTube, according to Community Marketing & Insights (CMI) data. Time spent with cable TV and broadcast radio skews older. Where they overindex in media usage is in music and gaming.

YouTube allows Gen Zers to keep up with their favorite content creators, watch music videos, and learn new things. TikTok surfaces funny or entertaining videos and fills up Gen Zers鈥� spare time. Gen Zers use Instagram to stay up-to-date with fashion trends, though they say the platform can get boring or feel overly curated.

On today鈥檚 podcast episode, we discuss how ready Netflix is for a potential recession, if video podcasts and content creators fit nicely into its offering, and whether AI can help improve search for the streaming giant. Join Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Ross Benes, and Vice President of Content Paul Verna. Listen everywhere and watch on YouTube and Spotify.

AI-generated music is starting to populate Spotify, reducing engagement and earnings for human creators. Rapidly evolving model capabilities make it hard to spot. If these new genAI tools catch on with YouTube creators, thumbnails and headlines could be monotonous or repetitive. This could both dilute creative work on the platform and cause some videos to disappear from recommendation algorithms.

You can watch along on YouTube or you can listen to it the usual way. MUSIC (19:42):. (Instrumental music).

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.

Walmart collaborated with two influencers who got their start on TikTok for a shoppable music video. Walmart鈥檚 campaign targets Gen Alpha by incorporating kids鈥� slang and fashion trends, and features Taylen Briggs, an elementary school-aged TikToker. Viewers can shop the 250 back-to-school products featured via a YouTube link or Roku鈥檚 text-to-shop feature.