對於音樂人來說,TikTok 比 YouTube 更重要——這就是原因

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  • 對於音樂人來說,TikTok 比 YouTube 更重要——這就是原因

      202110/0802:29

    ◎最近一份報告強調了 TikTok 的巨大成功,該報告顯示 TikTok 的用戶在該應用程式上花費的時間已經超過了 YouTube。
    ◎根據應用分析公司 App Annie 的一份報告,TikTok 用戶現在每個月花在觀看內容上的時間比 YouTube 用戶多。在美國,TikTok於去年 8 月首次超過 YouTube,截至 2021 年 6 月,其用戶每月觀看的內容超過 24 小時,而 YouTube 為 22 小時 40 分鐘。這種差異在英國更為明顯:去年 5 月,TikTok 超過了 YouTube,英國用戶現在每月觀看近 26 小時的內容,而 YouTube 上的這一數字不到 16 小時。
    ◎App Annie 的報告數據依賴 Android 用戶,可能無法準確地代表整個行動用戶。但話說回來, TikTok近年來飛速崛起,作為音樂發現平台的影響力也隨之增長。幾乎每個新瘋傳轟動的音樂故事都從 2021 年的 TikTok 視頻開始。YouTube 在預算和高管介入下才進入這領域。App Annie的報告解釋了為什麼希望將時間價值最大化的藝人應該專注於 TikTok 而不是 YouTube。這樣的建議與十多年來傳統的音樂行銷思維背道而馳,但它是滿足觀眾不斷變化的需求的必要改變。

    詳細全文:

    The runaway success of TikTok has been highlighted in a recent report, which reveals that TikTok has overtaken YouTube for user time spent on the app.
    Guest post by James Shotwell of Haulix
    TikTok’s users now spend more time each month watching content than YouTube users, according to a report from app analytics firm App Annie. In the US, ByteDance’s app first overtook YouTube in August last year, and as of June 2021, its users watched over 24 hours of content per month, compared with 22 hours and 40 minutes on YouTube.
    The difference is even more apparent in the UK: TikTok overtook YouTube in May last year, and users there now reportedly watch almost 26 hours of content a month, compared to less than 16 on YouTube.
    App Annie’s report’s reliance on Android user data may not accurately represent mobile users as a whole, but then again, it easily could. TikTok has witnessed a meteoric rise in recent years, and its influence as a music discovery platform has grown with it. Virtually every story about a new viral music sensation begins with a TikTok video in 2021. YouTube only enters the conversation later, after budgets and executives get involved.
    In this Music Biz update, host James Shotwell shares insights from App Annie’s report to explain why artists hoping to maximize the value of their time should focus on TikTok instead of YouTube. Such a suggestion goes against over a decade of conventional music marketing thinking, but it’s a necessary change to meet the evolving demands of audiences. Video is dead! Long live video.

     

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