One of the challenges that YouTube presents for the music industry is the way music videos compete against other kinds of content and creators on the service. Many of whom are churning out videos much more regularly than artists are able to, with a firm sense of what will grab the attention of YouTube’s recommendation algorithm. They’re not all just YouTubers either: Tubefilter’s article about how wrestling powerhouse the WWE goes about its YouTube business is worth a read. Its channel has 52.8 million subscribers, but it’s the sheer scale of the WWE’s output on YouTube that’s a shock.

“In 2019, WWE uploaded a staggering average of 510 videos per month, most between one and three minutes long, with content ranging from full matches to behind-the-scenes clips to video listicles,” explained Tubefilter, before comparing this with big US sporting bodies (who like the WWE, have lots of control over their video rights). “For comparison, the NBA puts out an average of 257 videos per month, the NFL puts out an average of 174, the MLB an average of 383, and the NHL an average of 360.” Even in the WWE’s slowest month, December, it still published 358 videos.

There’s now some debate around how much the WWE is earning from all this content though: $13m for 2019 as a whole is the number being slung around by pundits, although that’s not based on any official stats from the company.

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Music Ally's Head of Insight

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