JAKARTA - YouTube is expanding the ability of Analytics tools for Artists, by adding Shorts view data to the Total Range metric.
The update will provide all the data to Artists and their team about how their music reaches audiences on the Google-owned platform.
Previously, the Total Range metric only included official content uploaded by Artists and long videos uploaded by fans.
The company says the updated new metric will show how many people the Artists' music reaches across all formats.
In January 2023, fan-made Shorts videos increased the average Artist audience from unique viewers to more than 80 percent.
"This means that fans at Shorts almost doubled the total reach of artists, so artists can spend more time doing their best, (for example) making good music," said Lyor Cohen's Global Head of Music in an official company blog post, quoted Monday, April 3.
Furthermore, the average Artists active in Shorts also see more than 50 percent of new subscribers on their channel coming directly from the post of the short video feature.
In addition, YouTube has also launched a new Songs section on Analytics to help Artists see how fans listen to their music or create with it, in all video formats, all in one place.
Artists will see their top song from the last 28 days and the most used song on Shorts. Cohen said Shorts was the opening dish.
"They are entry points, directing fans to find the depths of the Artists catalog, including music videos, interviews, live shows, lyric video, and more. Look at Rema and Selena Gomez's big win by taking advantage of all the video formats available on YouTube," Cohen said.
"After they surpassed 60 million unique viewers for official music videos and Shorts for Calm Down, fans uploaded Shorts featuring their songs, increased the number of views, adding 350 million unique viewers in January, an increase of more than 500 percent."
Lastly, Cohen insists a multi-format world requires multi-format success standards, "And that's why we redefine the meaning of reach for Artists on YouTube," Cohen said.
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