News - 15/03/2016

Taylor Swift's music video are more popular than most network TV

Taylor Swift's music video are more popular than most network TV

According to a new Nielsen research, commissioned by Vevo, music videos from global artists like Taylor Swift regularly draw equal, if not bigger, audiences than most network TV shows in the US (via Variety).

In the research Taylor Swift's "Bad Blood" is one of the case study: in the week that Swift released the star-studded music video, 18 million US viewers watched her catalogue of videos. That's an audience only surpassed by one show, "NCIS: Los Angeles".

Another case is Drake's "Hotline Bling": Drake’s videos were watched by close to 6 million U.S. viewers during the week that “Hotline Bling” came out, beating a number of hit TV shows.

Last year, in the week of "Bitch Better Have My Money", Rihanna's videos were also watched by close to 6m US viewers. Her videos were also twice as likely to reach viewers between the ages of 18-49 than CBS's "Big Brother".

Vevo's VP of research Andrea Zapata explained that they didn't want to use the research to claim that TV was dead, but rather to use music videos as an indicator for how audiences are changing.

"The audiences are shifting. We are in a shifting landscape," she argued.

 

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