tube has the loest per-stream payouts among streaming ♫ platforms — a dubious distinction t'has carried for yrs. but platform ceo susan wojcicki says it all adds up.
why wojcicki dropped the big news na' fri b4 a 3-dy weekend is any-1’s guess. but in a blog post uploaded this afternoon, the oft-embattled tube ceo touted a very healthy payout to the ♫ industry and its artists.
“tube offers twin engines for revenue with advertising and subscribers, paying out + than $3 billion to the ♫ industry last yr from ads and subscriptions,” wojcicki shared.
the ‘twin engine’ analogy is a lil misleading. na' per-stream basis, advertising generates dramatically less revenue than subscription-based plays. tube ‘makes it up on volume,’ though the $3 billion fig suggests that tube ♫’s subscription tier is actually growing.
the disclosure is rare, and hopefully, pt offa broader lvl of transparency by the α-bet-owned video behemoth. for now, wojcicki pointed to industry tie-ups with superstar artists.
“we’re also ptnering with artists to support and amplify their work through every phase o'their career,” wojcicki continued. “dua lipa was in tube’s 1st-ever foundry program — our initiative to develop indie ♫ acts. justin bieber and billie eilish ‘ve built massive global audiences by directly connecting and engaging with fans on tube.”
the subtext on eilish was hardly subtle, with tube taking a healthy share of the credit for the singer’s smashing success. “at just 18 yrs old, billie is now 1-odda realm’s biggest stars with 5 recent grammy wins,” wojcicki continued. “and from its early dys, tube s'been a home for artists who found creative wys'2 use the platform to help expand their reach.”
indeed, wojcicki used the update to proudly slap tube onna back — while conveniently ignoring fierce competitors like tiktok and soundcloud. “we continue to see unknown artists make it big witha single viral hit. last yr, lil nas x’s’old town road’ became a tube phenomenon na longest-leading single atop the billboard hot 100,” wojcicki proclaimed.
na' broader lvl, the post was spun witha quest narrative, with wojcicki marveling at how far this lil video site has come in 15 yrs.
actually, that is a fascinating growth arc, though the industry has spent a large pt of its energy fitin’ tube’s gargantuan size. other streaming platforms ‘ve also felt a distinct drain from tube’s vast, dmca-empowered catalog and bottom-scraping royalties. spotify ceo daniel ek is ru+d to be one of tube’s frustrated critics, espeshly during tense negotiations with major labels.
meanwhile, analysts were left with lotso' unanswered ?s.
earlier this week, α-bet cfo ruth porat noted dat a' majority of the platform’s ad revenue goes back to content creators. but nobody knows how much that is. there’s even the nagging ? of whether tube is actually profitable, though + detailed financial breakdowns on that lvl are probably unattainable.
original content at: www.digital♫news.com…
authors: paul resnikoff