Sep 12 2019 3 mins
- Highlights
- With a head-to-head comparison between the Apple Music Video and YouTube Music Video charts, we’ll expand your understanding of chart behavior through a chart velocity analysis.
- Mission
- Good morning, it’s Rutger here at Chartmetric with your 3-minute Data Dump where we upload charts, artists, and playlists into your brain so you can stay up on the latest in the music data world.
- We’re on the socials at “chartmetric” — that’s Chartmetric, no “S.”
- Follow us on LinkedIn, Instagram, Twitter, or Facebook, and talk to us! We’d love to hear from you.
- Date
- This is your Data Dump for Friday, Sept. 13th, 2019.
- Apple vs. YouTube Music Video Velocity
- Looking at Apple Music Video and YouTube Music Video charts, pure chart rank can tell us a lot — but not everything.
- And that’s where chart velocity comes in.
- Chart velocity measures a track’s — or in this case, a music video’s — behavior on a chart within a predetermined time period.
- For the Apple Music Video and YouTube Music Video charts, we track 7-Day Velocity, or how a given music video has performed on each chart in the last week — irrespective of its pure position.
- It could be No. 1, or it could be No. 150 — what we’re looking at here is time-constrained growth trends, which can expand our understanding about how contextual factors might be influencing those micro-trends.
- For Apple, Post Malone’s “Sunflower” leads with a Velocity of a bit more than three, even though its pure chart rank is No. 42.
- Lil Nas X’s “Old Town Road” is next up at two, even though its pure chart rank is No. 28.
- Both songs were released about a year ago, give or take, which makes sense if you consider that Apple isn’t a music video platform, so major hits just kind of linger.
- However, YouTube features the actual newest viral videos.
- And that’s probably why YouTube’s Velocity leaders are totally different, as is the correlation between their Velocity scores and their pure chart ranks.
- On YouTube, Polo G’s “Effortless” leads with a bit more than seven, in terms of Velocity rank.
- The music video is ranked 11th overall.
- At second is Tainy, Anuel AA, and Ozuna’s “Adicto,” which is ranked No. 6 overall with a 2.6 Velocity score.
- Here’s the interesting thing: Polo G’s music video has jumped some 50 spots, and “Adicto” had an 18 spot fluctuation.
- On Apple Music, the change was nine and 13 spots, respectively.
- Couple that with the fact that Apple’s top velocity music videos are near catalogue material and YouTube’s top velocity music videos are decidedly frontline, and you get a sense of what Velocity is measuring on each respective platform.
- Note, for instance, that songs from Post Malone’s new album, which was released just a week ago, are in every Top 10 spot on the Apple Music Daily Track chart.
- On YouTube, only two are — “Sunflower” and “Circles.”
- As such, on Apple, music videos can continue to climb the charts, irrespective of release date and according to new album marketing drivers.
- On YouTube, music videos climb the charts according to freshness and virality.
- Or so it seems.
Outro
- That’s it for your Daily Data Dump for Friday, Sept. 13th, 2019. This is Rutger from Chartmetric.
- Free accounts are available at chartmetric.com
- And article links and show notes are at: podcast.chartmetric.com
- Happy Friday, have a great weekend, and we’ll see you next week!