YouTube is expanding its Analytics for Artists tool by adding YouTube Shorts data which gives the artist an overview of how their music is reaching audiences across YouTube. In this regard, YouTube is adding data to the “Total Reach” metric, which, previously only included official content uploaded by the artist and long-form videos uploaded by fans.

Analytics for Artists Shows the Artists How People Are Taking Their Content

YouTube’s global head of Music, Lyor Cohen, said that the fan-created shorts increased the average artist’s audience of unique viewers by more than 80% in January 2023. In addition, artists who are active on Shorts saw more than 50% of their new channel subscribers coming directly from their Shorts posts on average.

“They are the entry point, leading fans to discover the depth of an artist’s catalog, including music videos, interviews, live performances, lyric videos, and more. Look at Rema & Selena Gomez winning big by leveraging all the video formats available on YouTube. After they surpassed 60 million unique viewers of their official music videos and Shorts for Calm Down, fans uploaded Shorts featuring their track, taking viewership to another level: adding 350 million unique viewers in January, an increase of over 500%,” said Cohen.

Another New Section

Youtube is also adding a ‘Songs’ section to its analytical tool that will help artists see how their music is taken up. They can see how fans are listening to their music or creating with it, across all video formats. In the new section, the artists will be able to see their top songs from the past 28 days and the most tending songs being used by their fans on YouTube.

Also read: YouTube Begins Testing 1080p Premium Option for Mobile App Users


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