YouTube announced today that it is expanding its Analytics for Artists tool by adding YouTube Shorts related data to the ‘Total Reach’ metric, which gives artists and their teams an overview of how their music is reaching audiences across YouTube. Prior to this expansion, the Total Reach metric only included official content uploaded by the artist and long-form videos uploaded by fans. YouTube says the new updated metric shows how many people an artist’s music is reaching across all formats.
Lyor Cohen, YouTube’s Global Head of Music, said in a blog post that fan-created Shorts increased the average artist’s audience of unique viewers by more than 80% in January 2023. In addition, artists who are active on Shorts saw more than 50% of their new channel subscribers coming directly from ...
