Analysis

One Direction riding high on YouTube as MÜ-YAP gets docked 261m views


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best-song-ever-teaser-5July was quite a month for One Direction on YouTube. The British boy-band notched up 133.8m views from their Vevo-branded channel, up 47% on June’s 71.5m total. No surprise really: the video for their ‘Best Song Ever’ single has already been watched 65.4m times, having been released on 22 July.

It helped make 1D the third biggest channel on YouTube in July according to industry site Tubefilter’s latest monthly chart. Note, though, even One Direction couldn’t dislodge the big hitters of YouTube gaming culture: Swedish gamer PewDiePie took top spot with 221.6m views in July, followed by SkyDoesMinecraft’s 146.3m.

Tubefilter has been running its monthly chart for two months now, making for some interesting comparisons for popular artists. Psy’s views dropped 29% month-on-month to 115.7m in July, although that still made him the fourth biggest channel in the world. Rihanna’s views jumped 7% to 87.8m, Miley Cyrus’ rose 8% to 84.9m, and Selena Gomez’ grew 13% to 70.7m in other news.

But perhaps most fascinatingly, Turkish collecting society MÜ-YAP’s channel doesn’t make the list. “From time to time, YouTube audits view counts and will remove views that it may have counted incorrectly. In July, MÜ-YAP was the recipient of a huge audit – to the tune of 261 million views,” explains Tubefilter. Ouch.

Stuart Dredge

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