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YouTube Music Now Letting Premium Users to Transit from Audio to Video

The evolving audio OTT market provides nearly 150 million monthly active users access to millions of soundtracks across platforms

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The YouTube Music app is displayed on a mobile phone in Los Angeles. VOA

After matching over five million audio tracks with their official videos, YouTube Music is now letting premium users to transit from the audio of a track to watching the music video without any pauses or interruptions.

“Switching between audio songs to music videos is as simple as the tap of a button. Users will notice a video button at the top of the screen as they start listening to a song and with a tap, they can instantly start watching the music video or flip back to the audio at the same point,” Brandon Bilinski, Product Manager, YouTube Music wrote in a blog post on Thursday.

YouTube Music also ensures that in instances when a user decides to flip from video to the audio, all the other sounds that go with the music video — like long introductions — would not be included in between the audio song.

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FILE – Silhouettes are seen in front of a Youtube logo, in this picture illustration taken in Zenica, Oct. 29, 2014. VOA

“Not into music videos? We’ve got you covered. To stick to songs 100 per cent of the time, turn off the music video option by toggling ‘Don’t play music videos’ to the ‘on’ position,” Bilinski added.

YouTube Music arrived in India earlier in March.

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According to a recent report by Deloitte and the Indian Music Industry (IMI), the audio and video over the top (OTT) market in India is valued at around $280 million.

The evolving audio OTT market provides nearly 150 million monthly active users access to millions of soundtracks across platforms. (IANS)

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YouTube India to Focus on Regional Languages For Driving Creator Growth

According to the company, for the past several years, video has increasingly been a medium that inspired and fascinated Indians and also became the canvas for their imagination

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YouTube
YouTube creators have become effective storytellers, with more than 1,200 Indian creators crossing the one million subscriber milestone, while just five years ago, there were only two creators with a million subscribers on the platform. Pixabay

Google-owned YouTube, which has more than 265 million monthly active users in India, will focus on regional languages to drive the growth of creators on the platform in 2020, a top company executive has said.

According to Satya Raghavan, Director, Content Partnerships, YouTube in India, the company’s focus on Indian languages will continue and it will encourage more creators to find success on the video sharing platform in the next year.

“In the last three years we saw good growth in regional languages, especially Tamil, Telugu and Malayalam. We saw uptake for content in Tamil initially, and Telugu and Malayalam picked up later too,” Raghavan told IANS on Friday.

Other languages such as Bengali, Punjabi, Gujarati, and Marathi started to evolve on YouTube India in 2016.

These Indian languages continued expanding their verticals, from comedy to gaming to beauty, and today they have a full range of content on the popular video sharing platform.

“In the twelfth year of YouTube’s journey in India, 2019 has proven to be a coming-of-age year in more ways than one,” he noted.

This year, genres such as farming, gaming and learning, grew into categories worth mentioning on YouTube, and hit massive reach and engagement.

According to the company, across categories, women creators were seen leading from the front.

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Google-owned YouTube, which has more than 265 million monthly active users in India, will focus on regional languages to drive the growth of creators on the platform in 2020, Pixabay

While 2016 had just one woman YouTube creator with a subscriber base of over one million, this year saw that number shoot to 120 women YouTube creators with over a million followers.

Asked if women creators did particularly well in a specific genre, Raghavan replied: “They did well in almost every category.”

To further encourage the engagement of viewers and also the growth of creators and content, the company will focus on learning and gaming verticals in the next year.

“We expect to focus more on growing the learning vertical, and especially gaming which will continue to see uptake among people,” noted Raghavan.

Earlier this year, the company, at its annual flagship event Brandcast, had said: “India is now both our biggest audience and one of our fastest growing audiences in the world. YouTube today has become the first stop for users to consume content, whether they’re looking for entertainment or information.”

YouTube
Other languages such as Bengali, Punjabi, Gujarati, and Marathi started to evolve on YouTube India in 2016. Pixabay

YouTube creators have become effective storytellers, with more than 1,200 Indian creators crossing the one million subscriber milestone, while just five years ago, there were only two creators with a million subscribers on the platform.

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According to the company, for the past several years, video has increasingly been a medium that inspired and fascinated Indians and also became the canvas for their imagination. (IANS)