YouTube has announced the addition of YouTube Shorts-related data to its Analytics for Artists tool. The updated “Total Reach” metric now shows how many people an artist’s music is reaching across all formats, including Shorts. Previously, the metric only included official content uploaded by the artist and long-form videos uploaded by fans.
According to Lyor Cohen, YouTube’s global head of Music, fan-created Shorts increased the average artist’s audience of unique viewers by over 80% in January 2023. The company is also launching a new “Songs” section in its Analytics tool to help artists see how fans are listening to their music or creating with it, across all video formats.
“Shorts are the appetizer to the entrée. They are the entry point, leading fans to discover the depth of an artist’s catalog, including music videos, interviews, live performances, lyric videos, and more. Look at Rema & Selena Gomez winning big by leveraging all the video formats available on YouTube. After they surpassed 60 million unique viewers of their official music videos and Shorts for Calm Down, fans uploaded Shorts featuring their track, taking viewership to another level: adding 350 million unique viewers in January, an increase of over 500%.”Cohen
Last month, Google announced that YouTube Shorts now has over 1.5 billion monthly logged-in users and receives more than 50 billion daily views. Despite this milestone, the number of views on Shorts is lower compared to Instagram and Facebook’s Reels, which garnered 140 billion daily views across both social networks in October 2022, according to Meta. To boost Shorts viewership, YouTube has introduced Shorts on TV, a move aimed at competing with TikTok, which launched its own TV app last year.