 YouTube, they trying to pay y'all, man. Oh yeah, YouTube, YouTube trying to keep that word. They coming up off the money way better than any other platform. It's been like that, not just artists, but any creators, period. So, it's a couple of topics that definitely need to be spread. You know, we need to spread the word when it comes to YouTube because hopefully we can influence everybody else and make them and force them, give them some peer pressure to the other platforms to start paying artists like YouTube is. Hold up, the article's not popping up. Let's see, there we go. YouTube music, YouTube music and premium surpass 80 million paid subscribers. Now, these stats are crazy. I'm just gonna read a little bit of the article top line. YouTube has surpassed the milestone of 80 million paid YouTube music and premium subscribers worldwide. The subscribers figure which YouTube says includes trial list, marks of 30 million. That probably got figured out. Increase on the last subscriber figure to publicly be announced for YouTube music, which was 50 million. Okay, so it's grown 30 million in the last 13 months. YouTube's latest subscriber tally means that the platform has added around 2.3 million subscribers every month since September, 2021. Oh, damn. All right, this is where it gets important. Elsewhere in the streaming market, Rival Spotify added 7 million net premium subscribers to its user base in Q3 of 2022, taking its total global paying subs audience to 195 million. All right, the growth has been pretty slow for Spotify compared to the beginning, but it's, you know, they're already big. That's expected. Apple Music, meanwhile, announced that it surpassed 60 million subscribers in June 2019, but hasn't confirmed the updated sub numbers since then. Hmm. All right, that's three years ago, but at the very least, we could say YouTube music has more subscribers than Apple Music did when it last reported. Yeah. Which is interesting. I would assume that probably not too far behind what Apple is now. Yeah. Yeah. I would say that. Apple don't really seem to care too much about Apple Music, bro. It's not a focused product. Just saying what YouTube music is for them or Spotify is for Spotify, you know what I'm saying? I would assume that probably, if I had to guess, there'd probably something like 90 and maybe 120, I would think. It doesn't seem like there's any vision there, you know what I'm saying? Apple Music? Yeah. I think, bro, at that point it's just a lead magnet. That's what I think of. That's what I think of when I think of Apple Music. Hey, come listen to some music so we can sell you on all this other shit. Yeah, I definitely agree with that. My thing is with Apple Music, no, well, YouTube music, the numbers are ridiculous when we think about worldwide. Let me see. You, well, I'll just say this outright. You know, Spotify isn't in every single country. Yeah. Right? Yeah. I remember when I was doing research, we had a client, I think that was China or Korea. So I had to do some research around things over there. And YouTube was the highest listening platform. And YouTube was almost everywhere. Period. Yeah, period. And I was like, and it was, I mean, it was one, it was number one. It was ridiculous. Two, number two was like some other streaming platform I had never heard of. Number three was another streaming platform I had never heard of. Spotify wasn't even available. And in some of these other countries, Spotify might be available, but it's not even number one. And so crazy to realize how small Spotify actually is in context. Like there's so many different streaming platforms out there. Yeah. So I mean, that alone gives YouTube an advantage that no one else has, because you're a reach. So all right, cool. Paid subscribers, that's what we're talking about here. But actually usage, I think- It's quite ridiculous. Yeah, YouTube probably still has them in usage. I remember that stat being that way some years ago. Let's see, what would be the question to Google on here? Total user activity on YouTube, something like that? Let's try to go straight for it. Go straight for what platform gets the most music streaming? I just want to compare the platforms. Let's see if, and we can get this outright. All right, so it says Spotify right now. It's the most popular streaming platform. That's the thing YouTube isn't- Yeah, all right. YouTube versus Spotify music streaming. Let's see if we can get a quick little answer. YouTube music offers greater. Oh, y'all trying to do YouTube music? Nah, I need YouTube. All right, so we're going to do an update on that stat at some point. But with that being said, YouTube also is going to pay for short. Yep, that's coming. Which is ridiculous, right? Because TikTok still ain't paying. They're still not paying. As a matter of fact, I actually heard about this watching MKBA, what's it called? MKBHD? Okay, I actually was going to say it right. MKBHD and Andrew Schultz had a talk. Yeah, it was the weirdest pairing, bro. He was on Flagrant, MKBHD was on Flagrant podcast and they were talking about YouTube. I got to go back and finish it. But yeah, they were talking about the value of shorts and the things that it might ruin. So a lot of it relates to artists as well. So one, just paying for shorts is going to be dope. TikTok, the other platforms hasn't really figured out how to pay. Meanwhile, I was talking to somebody else who was a serious YouTuber and they were kind of like, I feel like YouTube's trying to figure out how to pay less, right? Year over year over year. How can I pay less money? Because these other people are getting away without paying nobody, right? So YouTube can get away with cutting off at the top a little bit, right? They went from not paying enough and then they finally hit this runner signs, paying people a lot and now it's more like, all right, now how can we find some type of balance? Yeah, that's what I'm moving. So subscriber heavy too, wasn't subscription heavy, right? Not even just them, I think all the social media platforms are like, hey, these creators want to get paid. Let's put the burden of payment on the fans. Kind of like tipping the waitress at a restaurant, right? It's like, yo, what's up with you if she eats? Exactly, exactly. Because then we can say, hey, we give you monetization tools. Yep. So it's like, we're not gonna put the bag in your pocket. We'll give you the opportunity to put a bag in your pocket. If you use it correctly, follow our tips, play the games once you can play all that stuff. That's what I see it moving, bro. I think the problem with that is for YouTube, they have found a sweet spot where they truly have become the substitute for TV in a different way than the other platforms have. We know people spend some of that TV time on the other social media platforms, but YouTube is like a legitimate platform in relation to traditional TV. Yeah, I watch YouTube way more than I watch TV shows, movies, all that. Right, so with that being said, that advertisement model is actually most parallel to that. Paying for advertisers. These other platforms came from more social media first. YouTube wasn't social media. Social media wasn't even a big, big thing when social media on YouTube started popping. So I don't know how they're gonna do that, but paying for shorts is gonna be so valuable and they already segmented shorts. I don't know if y'all noticed when shorts came out, all of them shorts would be mixed in with the actual videos. And then it's so hard to find relevant videos. It's like, I don't wanna watch a short right now. I gotta go down 20 videos just to find an actual YouTube video to watch. Now they have that in a separate tab. You would've thought they would've did that from get go, but they figured it out. They're moving in the right direction. So they're so serious about shorts. They have actually improved the consumption rate of it. They are planning on paying. I was on YouTube the other day. I've done this actually with reels and shorts at this point when somehow, sometimes you just be going back and forth on your phone and you might be off it for a second. You go back to it. So I'll go back to my phone and I think I'm on TikTok and then realize I'm actually on YouTube or I'm actually on real. Start trying to click a certain way and they won't do it. What the hell's going on? And the YouTube shorts one was so annoying because I had never really been on shorts on my phone because I always keep the, I had the app deleted for a while because YouTube, I'd be watching YouTube. So I'm like, I'm gonna delete this one. I can easily get myself off of TikTok and Instagram if I want to. But I redown all the app just to check on some stuff we were doing and yeah, I ended up in the shorts and I couldn't even figure out how to get out of it, bro, for a minute. It's very annoying. Like that, the user experience is not the greatest. Yo. Like they're literally gonna bully their way through the short form content game off of paying out money and everything that comes from it because the experience is not worse. TikTok is still destroying reels than YouTube when it comes to UX, but everything else, everything else they're getting fucked up about. I believe it, bro. I believe that they're gonna strong arm their way in that game. I think they are doing better than reels. Yeah, 100%. Yeah, they're doing better than reels. Even this same article, like Leo Cohen kind of talks about how like their mission is to become the highest paying platform to the music industry. Ooh, I like that. And I mean, he talks about things, the numbers in that somewhere, but I think they've already paid like $6 billion or something to the music industry. So it's like, YouTube's biggest advantage. Oh, actually, before I even say what I'm about to say, he also talks about how like, you know, they're able to do this because they have this very unique model of advertising revenue and then subscription revenue, subscription revenue from like the YouTube music YouTube live and then ad revenue. I don't think, I think, I don't know if there's a style there about which platform gets the most ad revenue, but I'll be willing to bet it's YouTube. You know what I'm saying? Oh yeah. Like maybe Facebook is a close second. Facebook's ad revenue situation, you know, has taken a different type of toll though. Yeah, because of the Apple thing. Yeah, the Apple thing. So I don't know, that might really be a problem. Yeah. So it's like, YouTube's biggest advantage really is like, yo, we can afford to pay out more than these other platformers can. So you can say what you want to say about the user experience. You can complain. Remember, what year was that? Like 2019, 2020, when all the YouTubers were complaining about- About the ad apocalypse. Yeah, the ad apocalypse. They were going boy kind of shit. Nobody left. But it's like, where else are you going to go, bro? Who else is going to pay you even closer? You too. It's paying you. And YouTube knows that, bro. They think it, but like, where are you going to go? Yep. Easy, man. So I'll read that exact quote to what you said. In September, when announcing the $6 billion milestone YouTube's global head of music, Lior Cohen penned the platform's growth on what he called its twin engine of ads and subscriptions. In a new blog post published on Wednesday, November 9th, to announce the new study, the new subscriber tally, Cohen reiterated that the platform's previously stated goal of becoming the number one contributor of revenue to the music industry, dope. Elsewhere in the blog post, Cohen called the new subscriber numbers a monumental moment for music on YouTube and said that its twin engine of revenue, subscriptions and ads is the real deal. I'm so proud and humbled that we've reached over 80 million subscribers on YouTube and premium bet. So this is dope, like the fact them stating that they have this goal, I actually believe them. Great PR. Yeah, it's great PR for one. But I believe him and I believe him because of what he said, like that twin engine of those two things. So it's one of those things that's like, we're best positioned to actually do this and doing it is great PR. So why not? Like there's more benefit than just doing it from a revenue standpoint or a corporate good standpoint. It's like, hey, this actually works well with our business model overall. So let's go ahead and do it and make it known. It's like, oh yeah, we don't have gluten-free in our product, but let's say it's gluten-free because hey, you get clout for it these days. Yeah, and they've done a good job of distancing themselves from the streaming platform and not paying enough for conversation. It's like, I don't know, people forget that YouTube music, I feel like they forget it exists in the conversation of streaming platforms because it's mainly integrated with just YouTube, right? Like I don't think of YouTube music separately, I think about YouTube. It's like YouTube, almost in my heart can do no wrong. You know what I'm saying? Like it's YouTube bro, like who else fuck with them? But like they don't even come up in that conversation when we already started talking about, oh, why isn't this platform paying more? Why not these DSPs bumping up the per stream pay rate? Nobody even thinks about YouTube bro. So they're doing a great job of, I think, and like if they keep it the goal bro, like five years, so they're gonna be like the music, the new life music industry savior, you know what I'm saying? Especially once like, I think artists really start learning like how much money they could make on YouTube like they, you know we've always told clients like bro, like the best way to work your YouTube is, work your YouTube like a YouTube or like post it just as consistently. Now we had a conversation about DDG that one time about how he was able to build up doing it. And it's like bro, I feel like if most artists saw how much money you could possibly make as a YouTuber, it would completely flip the game bro. YouTube, YouTube money is so different, man. We can't stress it enough to you. And I know it's hard when you haven't gotten there yet, but there's a reason why these creators on YouTube are a little slower to like get so hype about these other platforms, right? It's like, oh yeah, this TikTok thing has come out cool and I got a million subscribers on YouTube and all that type of stuff. So I could probably even afford to have a TikTok team and focus on that. But one is it gonna be around and two, I don't wanna risk making less money on YouTube. Even when they do embrace it, they use it to push people back to YouTube. But YouTube is always the final spot. Because why, it's like man, I can make an extra meal just getting even better on YouTube. Versus what like, well, you can't make money like that on TikTok. You can make TikTok, you can make money using TikTok's audience again and monetize it, but I'm already doing that through YouTube. Yeah, exactly, exactly bro. I mean, TikTok ain't about to drop the bag like that. Bro, those streams that you get paid on Facebook and Instagram, like that payment, what have you gotten paid so far? Cause I still never turned my stuff on. Max at this point, maybe like $900 a thousand or something like that. For a total of, I'm probably sitting on my Instagram, maybe close to like 400,000 views. Maybe between 200,000, 400,000, someone there. But I haven't gotten paid more than like, usually not more than a band from it. It's not the worst. And the max is $1,200 a month for 1.2 million views. So 1.2 million views a month, you can pay up to $1,200 on Instagram. 1.2 million views a month on YouTube I would think would at least be like, probably at least like three or five bands minimum if you're a cost per whatever is pretty low. Oh yeah, they're like, you talking about the cost per like video or cost per impressions? Yeah. Like the shit that changes when they... Are you talking about the revenue per impressions? Yeah, yeah, yeah, yeah. So I know that fluctuate and they can change how much you get paid, but... Yes, cause also, it depends on your category. So there's different types of ads ran on different type of people. And so the money's a little bit different as well. But I can even say in the music space, probably, let me see. That's close to the five bands. That's how I'm saying it, yeah. Five bands at least. At least. 12 hundred on Instagram, on YouTube, me on TikTok, it's probably like $4. Hey, hey. So that's just a small, it's a small example, right? And then we know that some of these people who are doing five million, 10 million, 30 million, 100 million every single month, right? Getting 30 bands off of a single video, right? So YouTube is the only place that you're getting paid to advertise yourself, right? That's the way I see it. So like, oh man, it's one thing to run an ad. And then you have your cost per acquisition, which means, oh, it cost me $5 to acquire this customer to sell this $20 product I made, $15. YouTube, you might make $5 posting content to sell this $20 product. So now you got $25 instead of $15. And you add that up, right? You know, 25 times 10, that's 250. 15 times 10, that's 150. So all it takes to 10 customers to already have a $100 difference. Multi-divide that by another 10, that by another 10, it grows. So you're getting paid to acquire customers. It's nothing like that. And that's why YouTube, there's gonna be another level of focus and attention that continues to go to it. And I know the burn is a little bit slower, but once it happens for your artists, like trust me, it is so worth it. It's why these dudes just keep doing covers and stuff like that, like Spotify don't pay me for covers. Like I can just pay for it on YouTube. I don't even think you can be paid for covers on, no, you can't be paid for covers on Spotify, right? Yeah, it's like- You can't be paid for remixes and samples. Yeah, something like that. I know what it covers, like certain paperwork you can fill out. Right, right, right. Yeah, distributed on there. Yeah, I think you get paid a little less. I can't remember what that is. I have to add some here because I remember we talked about that last. But with that being said. Appreciate you watching Fun Fact. Every time you soak up one of these gyms, you get a little bit smarter from these clips. So if you wanna be a gym seeker, collect all the gyms, keep watching. I'll see you in the next clip.