YouTube Music recently introduced a new metric for artists, equivalent to Spotify’s âmonthly listenersâ. This feature promises to revolutionize the way artists measure and understand their audience. Called “Monthly Audience“, this data reflects the total number of listeners and viewers over the last 28 days. Updated daily, it offers a detailed and inclusive view of an artist’s audience across the entire YouTube ecosystem.
How does the YouTube Monthly Audience work?
Unlike Spotify’s âmonthly listenersâ, this metric is not limited to traditional music streams. It integrates various types of content and reflects a more global vision of the consumption of an artist’s works and creations. This includes :
- Views and listens to the artist’s official videos, including Shorts.
- Collaborations involving the artist’s music, even if published on other channels.
- Fan-generated videos using the artist’s music, including Shorts created by the community.
- Non-musical content published directly on the artist’s official channel.
This approach thus goes beyond the simple measurement of song streams and integrates a multitude of formats, reflecting new consumption habits on digital platforms.
A strategic turning point
Artists are no longer âjustâ musicians:
Today, artists are above all content creators. They interact with their fans via videos, collaborations, or even non-musical content. With this new metric, YouTube is highlighting these other aspects of their careers, and emphasizing that their impact goes beyond music. This reflects a fundamental evolution: artists now build their fanbase as much through their art as through their ability to tell a story, create a personal brand and engage their audience.
A more realistic view of the global audience:
This metric includes all YouTube platforms (YouTube Music, YouTube main and YouTube Kids). This is particularly relevant, as it captures audiences who consume content differently according to their age range or habits. What’s more, by taking fan-generated videos into account, YouTube values the community and viral effect, which has become a key driver in the modern music industry.
Alignment with advertising strategies:
In music promotion campaigns, social media play a crucial role in audience building. Instagram, TikTok and YouTube are priority channels for turning viewers into listeners, and ultimately into committed fans. This monthly audience metric aligns perfectly with these strategies: it includes viewers who interact with content on social media, even if they don’t consume the tracks directly via a classic streaming service. For managers, labels and independent artists, this metric could become an essential indicator for tracking fanbase growth and optimizing digital strategies.
