Music in YouTube Shorts triples the total reach of the Artists used

 YouTube Shorts featuring an artist’s music tripled the average artist’s total reach, according to YouTube global music chief Lyor Cohen.

The announcement came alongside adding a new feature that allows creators to add and remix music videos in their Shorts.

Available music videos include Beyonce, Taylor Swift, and the rest of the vast UMG catalog, which was recently pulled from TikTok.

Cohen shared these Shorts milestones:

• More reach – In January 2024, Shorts tripled the average artist’s audience of unique viewers. This means Shorts featuring an artist’s music tripled the average artist’s total reach.
• More fans -On average, artists active on Shorts saw more than 60% of their new channel subscribers coming directly from their Shorts posts. 
• More engagement – Shorts are now averaging 70 billion daily views and are being watched by over 2 billion logged-in users every month. Plus, the number of channels uploading Shorts has grown 50% year over year. 
• Music Video Remixes – Shorts creators can add eligible music videos using tools like Cut, Green Screen, and Collab

Bruce Houghton is the Founder and Editor of Hypebot, a Senior Advisor at Bandsintown, President of the Skyline Artists Agency, and a Berklee College Of Music professor.