Counting YouTube's Content Kings
While YouTube has thousands of content partners, the top rung is made up of Vevo, Warner Music Group and Machinima -- together which accounted for almost 1.5 billion streams in May, according to new data from Nielsen. “To put this into context, YouTube continues to be the top online video destination in the US with over 136 million unique viewers who streamed 16 billion videos during May 2012,” Nielsen explains.
It’s clear that Vevo is a major YouTube partner, leading the top five partners in terms of total streams (695 million), while Machinima averaged the most streams per viewer, 24 in May 2012. Meanwhile “To add some meat to the bones, Nielsen also revealed that more than half of each channel’s unique viewers were under the age of 35, whilst a sixth of Americans who watched online video during May streamed video on the WMG YouTube channel (23m unique viewers),” The Next Web notes.
YouTube is now in the business of providing content creators with tools to improve skills, build audiences, and monetize content through advertising. This partnership program was recently opened to everyone, prior to which it was only open to producers of the most popular video content.