A new study by international consultancy Nielsen revealed that several music videos have been overcome in audience and unseat large cable television.
A particular example is the video for the song Bad Blood of American Taylor Swift. His video, which currently has more than 835 million copies, reached 18 million hits in its first week of release on-demand. This represents more audience than do television programs and series from CBS, ABC and FOX networks.
But this phenomenon is not a particular case. There are other music videos that have greatly exceeded the numbers of television audiences and transformed the mode of on-demand a real threat for entrepreneurs in the entertainment industry who do not bet on these platforms to spread their products.
Another example is the video Hotline Bling, rapper Drake, who won some 11.6 million copies in the first week also. Nielsen explained that a program on television prime just manages 9 million viewers. Rihanna has also overtaken programs and series with video Bitch Better Have My Money. The study showed that 78% of the public of these videos are people between 18 and 49 years.
To try to counter this new trend, and everyone knew that was taking place but now resulting in alarming numbers for studios and television networks, all or almost all programs either talk shows, series or entertainment, they have opened their respective channels on YouTube or personal sites looking also compete in the online plane.
Andrea Zapata, manager of research in Vevo, an important channel of YouTube that centralizes the renowned artists on the platform, said in an interview with Variety that the objective of the study was not “give up for dead on television” but simply “observe how audiences they move between different ways of consuming entertainment products” and objectively contribute to the discussion that has the industry at this time.
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