YouTube Music
Google's music streaming service combining official audio with YouTube's vast video music library.
Definition
YouTube Music is Google's dedicated music streaming platform, combining a catalog of official songs with YouTube's massive library of music videos, live performances, covers, and remixes. The service offers both free ad-supported and Premium subscription tiers.
What distinguishes YouTube Music is its video integration - users can seamlessly switch between audio-only and video playback. The platform also includes user-generated content like covers and fan videos, creating a more comprehensive music experience than audio-only competitors.
Why It Matters
YouTube Music's connection to YouTube proper means music marketing on the video platform directly feeds streaming performance. Music video views, lyric video engagement, and live performance uploads all contribute to YouTube Music discovery and playlist consideration.
For artists, this integration means video content strategy and audio streaming strategy are inseparable. Strong YouTube presence translates directly to YouTube Music performance.
Examples in Practice
Lyric videos have become essential release assets because they generate YouTube views that boost YouTube Music algorithmic recommendations, creating a virtuous cycle of discovery.
YouTube Music's "Offline Mixtape" feature automatically downloads personalized music, meaning repeated playlist inclusion compounds over time as the algorithm learns user preferences.
The platform's global reach in markets where Spotify has limited presence - particularly in Asia and developing markets - makes it essential for international campaigns.