Streaming
Page: 78
For months, industry executives from Warner Music Group to Kobalt have been steadily beating a drum for investing in the Middle East and African markets.
On Thursday (Nov. 3), it it looked like the investor interest swirling around the region may be codified when Frankly magazine reported that Spotify was considering buying Anghami, the Arab-speaking world’s most popular streaming and content service. Billboard could not independently verify the report, however, and a source close to the situation refuted its contents. A Spotify spokesperson says the company has “no news to report regarding any potential acquisition.” Still, investment bankers say we are likely to see increasing investor interest and action around music assets in these markets, as song catalog prices remain elevated and the challenging macroeconomic outlook for North America and Europe slows down the pace of dealmaking there.
Financial players say that the dominant music streaming platforms and labels are looking to extend their global reach through popular streaming companies like Anghami in the Middle East and Boomplay and others in Africa because of those regions’ rapid growth, comparatively positive economic outlooks and the explosive potential for converting free subscribers to paid.
Anghami CEO and co-founder Eddy Maroun declined to comment on the acqusition reports out Thursday, but in a late-September interview Maroun confirmed the company has been approached by interested parties in the past.
“We believe what we are on to as an opportunity is big,” Maroun told Billboard at the time. “Until now we are independent, and we wish to remain independent as long as it’s in line with our company goals.”
The Middle East and North Africa (MENA) was the fastest-growing region globally last year, with revenues up 35% to $89.5 million and a market that nearly doubled between 2019 and 2021, according to the International Federation of the Phonographic Industry (IFPI). More than 95% of MENA revenues came from streaming, and paid subscribership is expected to double by 2030.
“This sends a very big message to every industry player that this is a hot region and that this is where growth is,” Maroun said in September.
Launched in 2012, Anghami is the first and most popular streaming and content company focused on Arabic-language music, with about 58% of the Middle East’s market share and around 20 million active users, according to company filings.
With investors including the Saudi Arabia-backed firm MBC Group and Middle East Venture Partners and partner Sony Music Entertainment Middle East, with whom Anghami launched a joint venture record label last year, Maroun and co-founder took Anghami public in February.
After listing on the NASDAQ through a reverse merger with a special purpose acquisition company, Anghami stocks have fallen nearly 75% to $2.56 on the NASDAQ as of Thursday. Meanwhile, the company reported first-half 2022 revenues increased by almost 30% and monthly paid subscribers rose by 41% to 1.28 million. Bank sources described that growth as “encouraging,” and say that Anghami’s low stock price could make it an appealing acquisition for companies like Spotify.
For its part, Anghami aims to diversify its business with an entertainment division that houses a content creation studio, runs Anghami’s record label, Vibe Music Arabia, and operates a chain of music venues and lounges, the first of which recently opened in Riyadh, Saudi Arabia.
In addition to MENA, music and streaming companies in Sub-Saharan Africa, where music revenues grew by 9.6% last year, are steadily gaining big industry investors.
Major labels like Sony Music Group are adding staff to local offices in West Africa — where Sony previously had just two people — and Warner Music Group is leaning further into their strategy to acquire record labels and distribution companies in Africa, one of five priorities it pitched to investors during their 2020 IPO roadshow, say bankers familiar with the matter.
“French copyrights and Latin American copyrights became popular a little earlier,” says Michael Ryan-Southern, Goldman Sachs’ global head of music and live entertainment investment banking. “Now we’re seeing more and more music coming out of these local territories and therefore [companies] need to invest to make sure they are capturing that funnel of new artists locally to exploit globally.”
In its most recent Music In the Air report, Goldman Sachs analysts said Africa presents “a significant opportunity over time” and specifically highlighted Boomplay, one of the leading music streaming services, with 60 million monthly active users and a rapidly expanding song catalog.
Sources say streaming services and other companies that provide infrastructure for music are currently more appealing investment opportunities than catalogs by popular artists in the region because investors fear those are less mature assets with unknown decay rates.
Executives from Warner Music Group, Reservoir Media, Primary Wave, Kobalt and others have called out Africa and the MENA region in their emerging markets growth strategies in recent months.
U.S.-based Reservoir Media is one of the most vocal companies about the opportunity it sees in the Middle East and Africa. With its partner, the United Arab Emirates-based independent music company PopArabia, Reservoir recently bought the Egyptian label 100COPIES, the Lebanese label and music publisher Voice of Beirut, and signed publishing deals with Egyptian rapper and singer Mohamed Ramadan, Lebanese indie singer songwriter Zeid Hamdan and Moroccan hip-hop star 7liwa.
On a recent call with investors to discuss Reservoir’s earnings, the company’s founder and chief executive Golnar Khosrowshahi said emerging markets investments are a key part of the company’s diversification strategy.
“The thing about the emerging markets is that we could do high-volume deals, but at significantly lower price tags than what we do in Europe … North America, etcetera.,” Khosrowshahi said.
Outgoing Warner Music Group CEO Stephen Cooper said in September that Warner’s share in the Africa and MENA markets has grown from 10% to 30% in recent years through partnerships with record labels and distribution companies, and it aims to continuing investing in the region.
“Great content, great entertainers, great storytelling is starting to transcend language, and there’s a recognition that the next global chart-topping songwriter can come from anywhere in the world,” says Aaron Siegel, Goldman Sachs global head of entertainment investment banking. “That is a theme that major labels and publishing companies are willing to bet on.”
The anti-hero of the Nov. 5-dated Billboard charts, Taylor Swift tallies 20 debuts on the Billboard Global 200 and Billboard Global Excl. U.S. Every song from the expanded, “3am Edition” version of her new album Midnights launches in the top 40 of the former and the top half of the latter, led by “Anti-Hero” at No. 1 on both rankings.
The 20 songs on the set – which soars in at No. 1 on the U.S.-based Billboard 200 albums chart with the biggest week (by equivalent album units) in seven years – collectively drew 1.16 billion official streams and sold 211,000 downloads worldwide in the week ending Oct. 27, according to Luminate. That’s the biggest global streaming figure for an album this year, passing Bad Bunny’s 1.06 billion clicks in the week ending May 12 upon the arrival of Un Verano Sin Ti.
The 13 titles on the standard edition of Midnights garnered 973 million global streams, accounting for 84% of the set’s overall streaming figure despite equaling 65% of the total track listing. Standard-version tracks averaged 75 million clicks, compared to 26 million for “3am Edition”-only tracks. (The original version of Midnights arrived at midnight ET Oct. 21, followed by the “3am Edition” at, when else, 3 a.m.)
While standard Midnights songs scored nearly three times the global streams as their deluxe counterparts, the opposite was true in the sales market. The seven extra songs sold a combined 138,000 downloads worldwide, while the 13 standard songs amassed 73,000 (as many consumers likely purchased the set’s original version as a whole and upgraded to buying the seven bonus cuts à la carte, activity also reflected on the U.S.-based Digital Song Sales chart).
Meanwhile, Sam Smith and Kim Petras’ “Unholy,” the No. 1 song on both global charts the previous four weeks, falls to No. 6 on the Global 200, acting as the only interruption to Midnights’ near-total takeover atop the tally, as the 13 standard-edition tracks are Nos. 1-5 and 7-14. The seven additional songs rank at Nos. 21-22, 24, 30-31, 35 and 37, giving Swift half the chart’s top 40 songs.
Swift has accumulated 94 entries on the Global 200, leading all acts, over Lil Baby (69), Drake (61), Lil Durk (55) and Bad Bunny (52), since the survey started in September 2020. She also owns the record on Global Excl. U.S. with 75 entries, besting Bad Bunny and Drake at 52 apiece.
Amazon Music will expand its ad-free offering for Prime members from 2 million songs to more than 100 million songs, the company announced on Tuesday (November 1). There is one caveat, however: Prime members can only listen on shuffle, unless they upgrade to Amazon Music Unlimited.
Along with the increased access to music, Amazon announced that Prime members will also have access to a wide-selection of ad-free podcasts, plus a newly launched Podcast Previews feature that lets listeners easily test snippets of episodes to see if they like them.
“When Amazon Music first launched for Prime members, we offered an ad-free catalog of 2 million songs, which was completely unique for music streaming at the time,” Steve Boom, vp of Amazon Music, said in a statement. “We continue… to bring even more entertainment to Prime members, on top of the convenience and value they already enjoy. We can’t wait for members to experience not only a massively expanded catalog of songs, but also the largest selection of ad-free top podcasts anywhere, at no additional cost to their membership.”
This expansion follows the news from April that Amazon Music Unlimited raised its price for Prime subscribers from $7.99 per month to $8.99 (or from $79 per year to $89) and similarly upped the cost of its single-device plan (for Amazon’s Echo and Fire TV devices) from $3.99 to $4.99 per month. Other prominent streaming services recently took similar steps, with YouTube’s Premium Family plan — which includes its music subscription service — jumping from $17.99 to $22.99 per month, and Apple Music individual plans climbing from $9.99 to $10.99.
Amazon launched Prime Music with over one million songs, primarily catalog material, in 2014. Two years later, the company rolled out a multi-tiered offering, Amazon Music Unlimited, with many more titles.
“From our perspective, with Prime we helped push the music industry away from the one-size-fits all approach to music streaming, and to go after different customer segments,” Boom told Billboard at the time. “We’re going to grow the market [and add] new customers to streaming with a great way to get into streaming with really low friction.”
In 2020, Amazon said it had “more than 55 million” subscribers across its various listening tiers.
Amazon has laid off around 150 employees at its recently launched live-radio app Amp, according to a report at Business Insider. Though Amazon would not comment on the numbers in the report, the company confirms to Billboard that it has chosen “to consolidate a few teams” at the division.
“At Amazon we think big, experiment, and invest in new ideas to delight customers,” said the company in a statement. “We also continually evaluate the progress and potential of our products and services to deliver customer value, and we regularly make adjustments based on those assessments. We’ve made the decision to consolidate a few teams so we can focus on the growth and scaling of Amp.”
Amazon is working to identify other opportunities within the company for affected employees.
Launched in March, Amp allows users to host their own shows by streaming music from a catalog of tens of millions of licensed songs from the three major labels, as well as Indies including Beggars Group, PIAS, Believe and CD Baby. Though it’s designed primarily for non-celebrity creators, Amp also hosts or has announced shows from high-profile artists including Pusha T, Tinashe, Travis Barker, Lil Yachty, Lindsey Stirling, Big Boi and Nicki Minaj, who brought her Apple Music show Queen Radio to the platform at launch. In September, Amp announced it would launch a monthly fund to reward emerging U.S.-based creators for building loyal audiences on the app.
The cuts at Amp come on the heels of Amazon’s Q3 earnings report on Thursday (Oct. 27), when the company revealed it had grown its headcount by just 21,000 employees — a sharp year-over-year drop after it added 133,000 employees over the same period in 2021.
On a call with reporters, Amazon CFO Brian Olsavsky said the company was “preparing for what could be a slower growth period” in an anticipation of an economic slowdown, citing inflation and rising energy costs, among other factors. “We are going to be very careful on our hiring,” Olsavsky added. “We certainly are looking at our cost structure and looking for areas where we can save money.”
Apple services, the category which encompasses Apple TV+ and Apple Music, saw another slight drop in revenue during the fourth fiscal quarter ending in September.
The category generated $19.2 billion in revenue, down slightly from the $19.6 billion reported during the third fiscal quarter ending in June — a figure that was another decline compared to the record $19.8 billion in sales the services collectively generated during the second quarter. But compared to the previous year, Apple’s FY Q4 services revenue represented a five percent year-over-year increase.
Apple now has more than 900 million paid subscriptions, up from the 860 million reported during Q3, according to Apple CEO Tim Cook.
Accounting for the tech giant’s product sales, Apple brought in $90.1 billion during the quarter — a quarterly record for the company driven by continued iPhone sales. “Our record September quarter results continue to demonstrate our ability to execute effectively in spite of a challenging and volatile macroeconomic backdrop,” Apple CFO Luca Maestri said in announcing the results.
The company’s earnings report comes just days after Apple instituted price hikes across Apple TV+, Apple Music and the Apple One subscription bundle. Apple TV+ — home to Ted Lasso and Severance — now costs $6.99 per month, compared to the $4.99 per month price point the service has maintained since its 2019 launch, while the annual plan for Apple TV+ now costs $69, compared to $49.
Speaking with analysts on the company’s earnings call, Cook said the increased price for Apple TV+ was a reflection of the increase in content available on the streamer. “We’re very focused on originals only, and so we had four or five shows or so in the beginning and priced it quite low,” he said. “We now have a lot more content and are coming out with more each and every month, and so we we increase the price to represent the value of the service.”
Apple Music subscriptions now start at $10.99, making it more expensive than Spotify, while the family plan costs $16.99 per month and the annual plan costs $109.
Apple also quietly updated its App Store rules to require iOS publishers to give the company a 30 percent cut for any boosted, or sponsored, posts purchased within their respective apps. The move has frustrated platforms like Meta, which sells sponsored posts.
This article was originally posted on THR.com.
French music streaming company Deezer posted revenue of 115 million euros ($112.5 million at the Sept. 30, 2022 exchange rate) in the third quarter, up 13.8% from the prior-year period (11.4% at constant currency), the company announced Thursday. Following the news, Deezer’s stock closed up 0.59% on Friday (Oct. 28).
The quarter was bolstered by a 13.8% improvement in average revenue per user (ARPU) to 3.9 euros ($3.81) from the third quarter of 2021. Deezer attributed the improvement primarily to price increases implemented in France in January 2022 — individual plans increased from 9.99 euros to 10.99 euros per month and family plans climbed from 14.99 euros to 17.99 euros per month.
Other subscription services have followed — or likely will follow — Deezer’s lead in raising prices. Apple’s decision on Monday to raise prices on Apple Music “was extremely good news for us,” said Deezer CEO Jeronimo Folgueira during Thursday’s earnings call.
Folgueira also encouraged by comments made Tuesday by Spotify CEO Daniel Ek about possible price increases in early 2023. “We have been the first ones to raise prices very successfully and now that the competitors follow, obviously that is a good thing for the industry as a whole,” Folgueira said. “It also makes us more competitive once competitors increase prices.”
Folgueira does not expect Deezer to further raise prices in 2023 but he didn’t rule it out, either. “We always remain flexible when it comes to pricing,” he said.
Deezer’s ARPU growth was partially offset by a higher proportion of family plan subscriptions, which carry a higher price than individual plans but allow up to six subscribers per account. At the same time, Deezer saw strong business-to-consumer subscription growth in France, adding 300,000 to 3.4 million in its home markets. The ARPU gain more than compensated for a 2.5% decline in total subscribers to 9.4 million — the same number as the second quarter of 2022.
Outside of France, Deezer’s B2C subscribers fell 15.8% year-over-year, from 2.7 million to 2.2 million, although the loss in the third quarter was a more modest 4.4%, or 100,000 subscribers. That decline was due to Deezer’s decision to focus more on a smaller number of larger markets — including France, Germany, U.S. and Brazil — and reducing unprofitable spending in elsewhere. Also, Deezer shut down its business in Russia at the end of the first quarter.
The company expects to finish the year with about 455 million euros ($445 million) of revenue, a 14% improvement from 2021. Deezer expects to see benefits from its new partnership with media company RTL in Germany in the second half of the year. More price increases should help bolster ARPU and revenues, too. In an Oct. 4 investor presentation, Deezer revealed it plans to raise prices in the U.S. and Germany in October and Brazil in December. Additionally, Deezer will increase the price on all existing iOS users in November, which Folgueira said “willl have a substantial impact” on fourth-quarter earnings results.
Now that Kanye West has been dropped by the talent agency CAA and lost his deal with Adidas, Spotify needs to remove some problematic content from its platform. West’s music isn’t the issue, though.
On the Oct. 6 episode of Joe Rogan‘s podcast, Pink Floyd co-founder Roger Waters says that Palestinians are concerned “that the Israelis seem now to have a policy of murdering so many of them that they are absolutely trying to create another intifada so they can make it an armed conflict,” in Waters’ view, “so they can just kill them all.” Rogan did not ask Waters for any evidence of this. Waters accused Israel of behaving “like people in the past behaved toward Jews in northern Europe” and complained that the Jewish community uses accusations of antisemitism to “smear anyone who dares to suggest there’s something bad about Israeli policies.”
Roger Waters attends the “Roger Waters Us + Them” Photocall during the 76th Venice Film Festival at on Sept. 6, 2019 in Venice, Italy.
Vittorio Zunino Celotto/GI
There’s nothing wrong with criticizing Israel. But over the years, Waters’ advocacy for Palestinians has curdled into bigotry that features comparisons between Israel and Nazi Germany and antisemitic conspiracy theories about media control. In a recent Rolling Stone interview that he complained to Rogan made him look bad, Waters says that Jewish Israelis “are not the descendants of indigenous people who’ve ever lived there” and suggests that some Jewish people in the U.S. and U.K. bear responsibility for the actions of Israel, “particularly because they pay for everything.” (Neither Spotify nor Waters responded to requests for comment on this matter.)
This kind of overblown rhetoric that feeds into antisemitic stereotypes is dangerous, and Spotify should edit or remove this interview and either drop Rogan’s podcast or make sure he’s prepared to ask hard questions of controversial guests.
But it shouldn’t remove West’s music — or Waters’ for that matter.
Weeks ago, Twitter and Instagram did the right thing by locking West’s social media accounts, while Revolt, Diddy’s media company, was wrong to show a lightweight interview with the rapper — and right to take it down afterward. West has the right to free speech, of course, but private companies also have a responsibility not to amplify his antisemitism. (West intends to solve this by buying his own social media company, Parler, which seems like a really bad idea for everyone involved.) Finally, on Tuesday, even Adidas dropped him. West’s deal with the Gap ended last month, but the company said it’s now taking “immediate steps” to remove his products from stores, Balenciaga ended its partnership with him, and stores like TJ Maxx and Foot Locker have also pledged to pull his shoes. At this point, West no longer even has a label (his recording contract with Universal Music ended last year) or a publisher (his administration deal with Sony Music Publishing expired earlier this year, although it will continue to administer his work for some time).
Now questions are being raised about what should happen to his old music, just as they were with R. Kelly and others. I object to West’s recent behavior about as much as anyone could: I’m Jewish (although I certainly don’t think one has to be to in order to object to antisemitism), and I think we all have an obligation to stand against racism (which West’s “White Lives Matter” shirt represents). But there’s nothing objectionable about West’s music. President Obama had it right: “He is a jackass. But he’s talented.”
There are two main reasons why activists usually call for the removal of music, or other work, from online platforms: It promotes hate, or it will benefit someone who promotes hate. Neo-Nazi bands fall into the first category, which is why almost all major platforms have a policy to take their music offline. For the same reason, Spotify should edit or remove Rogan’s interview with Waters.
West’s music isn’t hateful, though. And removing his music would also punish his label, his publishers, and numerous collaborators and songwriters who haven’t done anything wrong. (I think it behooves companies that own or distribute his music to condemn his behavior, but both his former label and publisher have done so.) That doesn’t mean other steps can’t be taken in order to put pressure on him: Apple pulled its West “Essentials” playlist, while Spotify leaves editorial playlist decisions up to individual editors, some of whom seem to have removed West’s music. These seem like smart decisions – and hopefully, if West apologizes, temporary measures.
Until West commits to changing his behavior, the music business should refuse to give West him platforms to spew his hate — and it should do the same with Waters (who should continue to advocate for his politics without crossing into hate or conspiracy theories). But it seems self-defeating to pull their music offline. If nothing else, it reminds fans of what great art they made before their genius was eclipsed by hate.
For the Record is a regular column from deputy editorial director Robert Levine analyzing news and trends in the music industry. Find more here.
A raft of equity analysts lowered their price targets for Spotify’s stock following the company’s third-quarter earnings report on Tuesday, helping send the music streaming company’s share price down 13.1% to $84.42 on Wednesday (Oct. 26).
KeyBanc dropped its price target from $135 to $125, Barclays lowered its target from $164 to $135 and Raymond James cut its target from $150 to $110. J.P. Morgan analysts, who dropped the price target from $130 to $115, wrote in an investor note they were “encouraged” by fourth-quarter guidance on monthly active users and subscribers — 479 million and 202 million, respectively — but believes investments and foreign exchange will pressure fourth-quarter profitability. Spotify expects this quarter’s 300 million-euros ($303 million) operating loss to include a 95 million-euros ($96 million) negative impact from foreign exchange.
For most of its four-plus years as a public company, Spotify prioritized growth over profit and attracting new users. This year’s emphasis is winning over investors with larger margins while maintaining momentum. In an interview on Spotify’s For the Record podcast released Wednesday, CEO Daniel Ek admitted gross margins were hurt by “advertising [being] a bit softer than we would have liked” but insisted the results were fundamentally on point with the company’s expectations. “We still feel really good about the underlying core trends in the business,” he said. “We feel really good about where we think we’re going to end up over the next one to three years.”
That long-term vision is part of the company’s transition from a music-focused company to one that embraces many forms of audio entertainment. The early results show promise: Spotify users spending more time with the service and its churn rate – the fraction of subscribers that leave in a month – is “the lowest across our competitive set,” said Ek during the earnings call. Podcasting advertising is growing faster than music advertising, and the number of monthly active users that listened to a podcast great “in the substantial double-digits” year-over-year, according to a letter to shareholders.
But investors aren’t showing a great deal of patience — and not just with Spotify’s stock. Numerous tech stocks have fallen this week on less-than-stellar results and guidance. Alphabet’s stock price fell 9.6% after the company’s third-quarter earnings on Tuesday showed that revenue growth slowed to 6% from 41% a year earlier. What’s more, ad revenue at Alphabet’s YouTube, which beat Netflix in U.S. streaming TV viewership in September, according to Nielsen, fell 1.9% year-over-year in the third quarter.
Another bellwether of online advertising, Meta, fell 14.9% in after-hours trading Wednesday. The social media giant’s third-quarter earnings missing expectations on both revenue and earnings per share, according to Bloomberg, and its third-quarter revenue declined 4% from the prior-year period. Three months ago, Meta posted the first year-over-year quarterly revenue decline since going public in 2012.
Since Spotify is primarily a subscription business, it doesn’t face the same threat from advertising weakness as Alphabet or Meta. “Any headwinds in the advertising business for us, it’s just a lot smaller than it is for platforms that solely rely on ads,” Ek said during Tuesday’s earnings call. But advertising is crucial to the company’s podcasting business, an increasingly vital part of its long-term strategy to boost profitability. So far this year, Spotify’s heavy spending on its podcasting business has been a drag on margins. That’s to be expected, however, Ek and chief financial officer Paul Vogel repeatedly said during the earnings call and on the For the Record podcast. Next year, they pledged, podcasting will start to contribute to the bottom line.
Over one year ago, alt-pop sister duo Aly & AJ released their first album in 14 years — and the pair has been on a steady release streak ever since.
Now, Billboard can announce that the act’s upcoming single, “With Love From,” will arrive Nov. 2, ushering in a new deal for the duo. The single doubles as the title of a new album, coming in the spring, which will be the first through a new distribution deal with SoundCloud that will also see the company provide Aly & AJ with marketing support.
“We couldn’t be more thrilled to have the support of SoundCloud entering this new album cycle,” Aly & AJ said in a joint statement. “They’ve allowed us to have the creative freedom we need to make our best possible music to date.”
The signing comes at a crucial time for SoundCloud, which cut 20% of its workforce in September. Not long before that, the company had added new features such as “the roster” — which signs artists to more traditional record deals (initial members included Lil Pump and Tekno) — and Repost, a distribution service offered at $30 annually that allows artists to keep up to 80% of the royalties they make from other streaming services. Aly & AJ’s deal fits into neither category, proving artists can still choose their own path when partnering with SoundCloud.
With Love From follows Aly & AJ’s independently-released 2021 album A Touch of the Beat Gets You Up on Your Feet Gets You Out and Then Into the Sun. Also last year, Aly & AJ scored a top 10 hit on Billboard’s Digital Song Sales chart with the re-released hit “Potential Breakup Song (2020),” which went viral on TikTok years after its initial release.
Following the arrival of A Touch of the Beat, Aly & AJ hit the road performing at festivals including Lollapalooza, Governors Ball and Austin City Limits. They just wrapped an opening gig on Ben Platt’s national tour, including stops at New York’s Madison Square Garden and Los Angeles’ Hollywood Bowl. Next up, a performance at Corona Capital in Mexico City followed by a string of overseas dates in Europe and the U.K.
For now, as fans patiently wait for Nov. 2 to arrive, a snippet of Aly & AJ’s new single can be heard in the teaser for an upcoming collaboration between Rowing Blazers and Seiko watches, with the collection set to drop Friday (Oct. 28) at 11 a.m. ET.
YouTube’s ad revenue dropped down to $7.07 billion during the third quarter, marking a 1.9 percent decrease compared to the previous year, parent company Alphabet reported on Tuesday.
The $7.07 billion figure is also a decline compared to the second quarter, when the video platform reported $7.34 billion in advertising revenue during the second quarter, slightly missing analysts’ expectations but representing a 4 percent year-over-year increase.
YouTube’s ad revenue growth has slowed down considerably since the earlier years of the pandemic, when the company saw massive gains; in July 2021, the company had even outperformed its first quarter ad revenue earnings by $1 billion, representing a whopping 84 percent year-over-year increase.
But the video giant isn’t the only tech and social platform to be impacted by a declining digital ad market. Snap, which has previously warned of macroeconomic headwinds impacting its ad business, reported a net loss of $360 million during Q3 as the company has seen engagement in the U.S. decrease by 5 percent year over year.
As YouTube continues to fend off competition, the video platform is preparing to launch one of the biggest updates to its ad revenue sharing program with creators. Beginning next year, short-form creators posting to YouTube Shorts — the company’s TikTok competitor — will receive a 45 percent cut of ad revenue, which will be calculated based on the creator’s share of total Shorts views.
To come to this calculation, YouTube will count the total amount of ad revenue from all ads displayed on Shorts each month. Of that total, an undisclosed percentage will be allocated toward creators, while the remainder will be used to cover the costs of music licensing, Neal Mohan, YouTube’s chief product officer, said at an event on Sept. 20 announcing the program. Creators will then receive 45 percent of the funding allocated toward creators, though each individual will receive different amounts based on their contribution to the total number of Shorts views.
The decision to opt for a 45 percent cut, rather than the 55 percent share that long-form YouTube creators receive, could also signal the start of platforms beginning to reassert themselves as they contend with declining ad revenue.
This article was originally published by The Hollywood Reporter.