Read previewTikTok may be Gen Z's favorite jukebox, but YouTube shorts is quickly gaining steam among music listeners, per a new report from entertainment-industry data firm Luminate.
When making a short, creators can add copyrighted music to videos using the YouTube shorts audio library.
TikTok is still the go-to platform for music marketers looking to drive attention to songs.
YouTube shorts may still be a tough sell for some marketers, however.
YouTube is a major hub for long-form music content, and its shorts feature could help drive fans to artists' music videos and other original content, said Johnny Cloherty, CEO of the music-marketing firm Songfluencer.
Persons:
—, TikTok, Olivia Rodrigo, Drake, Lyor Cohen, Simon Friend, Friend, Johnny Cloherty, Cloherty
Organizations:
Service, Business, Universal Music, Facebook, YouTube
Locations:
TikTok