“They’re like, ‘If I click this and I say that I like Billy Joel, because I like that one song or Fleetwood Mac, because I like that “Dream” song, is the service now just going to think I’m a massive Fleetwood Mac fan and just dominate all of the recommendations they give to us?’” Fowler says. “We’re often seeing Rick Astley there, or Gangnam style,” Dodson says of users new to the Music app, noting that the company doesn’t give too much consideration to your consumption of music videos, which may not translate to what you want to listen to on YouTube Music.įowler says YouTube is also cautious with how it weighs the artists you pick in its taste builder, noting that people can get stressed out by the onboarding process. “Most users are not new to YouTube,” says Gregor Dodson, YouTube Music’s product manager.
But this is a bit different for YouTube, where users watch over 1 billion hours of video every day, searching for everything from music videos to home improvement instructions. Just like every music streaming service, YouTube Music begins to build its taste profile when users they initially sign up for the service and go through a quiz (referred to as a “taste builder”) that lets users pick artists they like. Pays to Be Popular: Breaking Down Spotify's 2020 Artist Payouts “A taste profile is made up of the listener’s favorite artists, the artists that they most recently engaged with, and it goes all the way down into the long tail of artists that they’ve engaged with,” says T. For example, skipping a song isn’t weighed as heavily as one might think, while other passive signals like saving a song to your library, repeating a song and how long you listen to each song are key factors helping the algorithm craft to what YouTube Music calls your “taste profile.” The raw signals are the ones we know - thumbs up or thumbs down on YouTube - but all signals aren’t created equal on the platform. Here, YouTube’s executives reveal their “algatorial” curation method exclusively to Billboard. Now, for the first time, YouTube popping the hood on its secret recipe. That basic process is standard across all music platforms, but the specifics of their formulas can result in big differences when it comes to how users engage with the various platforms - and how much revenue they yield for the music business. The algorithm ingests this information and adds it up to formulate the individualized options for each user - preferred playlists, related music, and albums they may like. These can range from obvious actions like liking or disliking a track to skipping it to passive signals like adding a song to their library or playlist and listening time. These algorithms run on the “signals” music fans are sending the service when they’re listening to music. YouTube Says It Has Paid $4 Billion to Music Industry In Last 12 Months (YouTube’s Music and Premium services have more than 2 billion monthly active users and 30 million subscribers, respectively.) That “algotorial” approach - a combination of “algorithm” and “editorial” - has allowed it to maintain its position as the world’s most-used music platform, despite increasing competition from Spotify, Apple and Amazon. Unlike other streaming services, YouTube Music relies entirely on algorithms to program its over 10,000 playlists so instead of staff members hand-selecting songs for listeners, the company is putting its editorial focus on better engineering those algorithms with parameters that are constantly developing to suit listeners’ needs. Rights holders have historically complained that YouTube hasn’t been paying enough for its offering, but the 2020 payout was a notable jump from 2019, when YouTube paid over $3 billion to music rights holders, thanks in part to its powerful algorithms that surfaces the music each user desires. From June 2020 to June 2021, YouTube paid more than $4 billion to the music industry, the company announced this month - a much-increased sum from the world’s biggest video platform where product reviews, how-to videos, and vlogs share the spotlight with music.
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