iTunes Loves YouTube
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Transcript of iTunes Loves YouTube
Does YouTube influence purchasing behavior on
iTunes?
10/24/12 SourceKnowledge © 2012 | patrick hopf
Top 20 songs currently downloaded on iTunes
10/24/12 SourceKnowledge © 2012 | patrick hopf
20 Daily Top Tracks currently on YouTube
10/24/12 SourceKnowledge © 2012 | patrick hopf
Top 10 songs radio play week of October 27th. Ranked by Nielsen
10/24/12 SourceKnowledge © 2012 | patrick hopf
Not in Top 10 Daily Top Tracks # 1
#1 downloaded song on iTunes is also #1 watched video on YouTube, but doesn’t crack Billboard’s Top 10
10/24/12 SourceKnowledge © 2012 | patrick hopf
Daily Top Tracks # 19 Not in Top 10
#2 downloaded song on iTunes is #19 watched video on YouTube, which has been on the YT platform only 1 week and closing on 4M views.
10/24/12 SourceKnowledge © 2012 | patrick hopf
Not in Daily Top Tracks Not in Top 10
#3 downloaded song on iTunes is neither on YouTube Daily Top Tracks, or Billboard Top 10. Official video for the song yet to be released.
10/24/12 SourceKnowledge © 2012 | patrick hopf
Daily Top Tracks # 23 Not in Top 10
#4 downloaded song on iTunes is #23 watched video on YouTube. Has been on platform for 1 month and has 5.8M views.
10/24/12 SourceKnowledge © 2012 | patrick hopf
Daily Top Tracks # 17 Not in Top 10
#5 downloaded song on iTunes is #17 watched video on YouTube. Is also a new entry in YouTube platform.
10/24/12 SourceKnowledge © 2012 | patrick hopf
Daily Top Tracks # 6
One More Night by Maroon 5 is the only song showing parity between online consumption and traditional radio play.
10/24/12 SourceKnowledge © 2012 | patrick hopf
Not in Top 10 Daily Top Tracks # 9
Parity between iTunes and YouTube. 3 weeks on YouTube and 18.3M views.
10/24/12 SourceKnowledge © 2012 | patrick hopf
Conclusion
We can infer a definite correlation between consumption of paid music on iTunes and views on the YouTube video platform. There is strong evidence that this correlation begins to show greater parity the longer the video has been loaded and the more it’s viewed on YouTube. There is almost no correlation between iTunes, YouTube and traditional radio play. Offered opinion: The chasm for radio skews so great it appeals now to an older demographic.
Marshall McLuhan: "The Medium is the Message” ………. or perhaps “The Media” ?
10/24/12 SourceKnowledge © 2012 | patrick hopf