The return of YouTube
According to a report by music and entertainment data provider Luminate, from 2023 second quarter to 2024 in the second quarter, the share of U.S. music listeners ages 13 and older who say they use YouTube Shorts jumped 5 percent. – from 26 to 31 percent.
Among music fans, TikTok still held the lead at 33 percent. of respondents said they used this platform in the last quarter, which is the same as in 2023. II quarter.
TikTok’s popularity among music listeners is believed to have declined after it lost access to Universal Music Group’s catalog in February following a dispute over contract terms. There are no songs from such popular artists as Taylor Swift, Drake, Ariana Grande, Billie Eilish, BTS, Justin Bieber, The Beatles and other creators.
However, on May 1 the two companies announced an agreement and soon the music hits produced by Universal Music Group returned to TikTok.
“According to foreign experts, the success of YouTube can be determined by the wide range of features offered for short videos – “Shorts”, which are of particular interest to music creators – they try to attract as many views as possible with more and more interesting methods and effects. “YouTube representatives do not hide that the Shorts function is currently the most important part of the marketing strategy of this social network,” says Mr. Antropik.
However, experts point out that the popularity of Shorts may be slowed down by higher advertising costs than TikTok. According to J. Antropik, we will be able to make a more accurate price comparison in Lithuania only after some time, because “TikTok” advertising only started on August 1 of this year.
In addition, the Shorts platform also lacks some of the user-driven innovation that has made TikTok so popular in the music industry. The trends created by TikTok have repeatedly contributed even to the revival of forgotten works.
The most beloved in Lithuania
This year, a study conducted by a telecommunications company showed that the most common and respondents’ favorite social platform in Lithuania is YouTube. According to the manager of social networks and digital content of the telecommunications company, even 97% of Lithuanians use this platform with varying frequency. population.
The phenomenon of YouTube is undeniable. There is not a single social platform that is used by such a large number of Lithuanians. At that time, the most beloved social network of the Z generation, TikTok, was used by almost three times less people in Lithuania,” comments J. Antropik.
According to her, Lithuanians like YouTube because of the extremely universal use of this social network – if in 2005 this platform was created with the goal of allowing people to easily upload videos, now users spend their free time here, learn, promote their businesses and follow the hottest news.
The study “Evaluation of Social Networks” was carried out by UAB “Norstat” in 2024 on behalf of the company “Tele2”. April 18-25 The study represents the opinion of Lithuanian residents aged 16-70 who use at least one social network every day. During the research, 600 respondents were interviewed.
2024-08-07 23:07:46