As the festival season kicks off, YouTube has long served as the go-to destination for music enthusiasts, particularly Gen Z, who visit YouTube to engage in a variety of content, from performance highlights to outfit inspiration, vlogs and more.
With over 100 million songs in the YouTube Music catalog and localized versions in over 100 countries and 80 languages, the platform continues to offer its users a diverse music experience.
However, Gen Z’s music consumption habits are unique.
According to research agency TalkShoppe, Generation Z viewers aged 18-24 tend to split their viewing time across different video formats, with no more than 22% of their viewing time being spent on a single format.
This poses challenges for advertisers trying to effectively connect with this demographic.
AI-powered solutions for music promotion: Gen Z music and trending music on shorts
In response to this challenge, YouTube has announced two new music ad solutions to help advertisers reach Gen Z audiences: Generation Z music and a Trendy music on shorts Pilot.
These solutions bring brands closer to the music Gen Z loves, from contemporary artists like Bad Bunny, Doechii and Rosalía to classic hits from Cyndi Lauper and emerging underground talent.
The Gen Z Music pack uses AI-powered signals on YouTube to identify songs that are trending with Gen Z audiences.
The package is available for long-form and audio formats, allowing brands to align their ads with music that resonates with Gen Z viewers.
By surrounding the music Gen Z listens to repeatedly, advertisers can create a meaningful connection with this audience.
The Trending Music on Shorts pilot, which will launch in the coming months, offers advertisers another way to reach Gen Z.
With over 1.5 billion monthly registered users and 50 billion daily views, YouTube Shorts has become a popular platform for Gen Z users to participate in pop culture, discover new hits and connect with their favorite artists.
Music trends and shorts challenges have the potential to go viral, as evidenced by the recent phenomenon of Gen Z fans using Miley Cyrus’ “Flowers” as the background music for self-love-centric shorts that have garnered millions of views.
Why YouTube is the platform of choice for Gen Z music fans
According to the Pew Research Center, more US teenagers use YouTube than any other social platform.
Additionally, a study by Ipsos found that 59% of Gen Z viewers use short video apps like YouTube Shorts to discover content they can watch in longer versions.
YouTube’s diverse platform allows viewers to discover trending new music, listen to full songs, and participate in music trends.
Whether it’s through short films or longer-form content, YouTube is uniquely positioned to meet the needs of Gen Z listeners.
YouTube’s launch of AI-powered music ad solutions demonstrates the platform’s commitment to improving the music experience for users, artists and advertisers alike.
The new advertising solutions are poised to become valuable tools for brands looking to engage with the influential Gen Z demographic.
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