In the last 12 months alone, YouTube has paid out over $1 billion dollars to the music industry, just from ads and that number is growing year-over-year due to the licensing deals we have in place with the overwhelming majority of labels, publishers, and collecting societies.The IFPI also claims that audio streaming platforms attracted just 272m users in total in the year, while 1.3bn music-using users turned to online video services. While the numbers for video stream seem very promising, the revenue to user ratio is extremely low compared to that of audio streaming. This implies that having the most music playtime may not make YouTube the most powerful streaming site and applications like Spotify, Saavn, Apple Music still hold important stake in the music streaming industry. This however, can change with YouTube introducing a subscription model that requires the active users to pay. Monetizing YouTube and other free video streaming platforms may find a way to reduce the value gap and increase the overall value of the music industry.
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