This month’s Brit Awards continued the event’s long-term trend of growing its reach on social networks and digital services. The #BritsUnseen campaign using YouTube Shorts generated 11m views in the week following the awards, for example, while the official Brits YouTube channel notched up 5m views that week, and 11m views for all the event’s performances so far.
Meanwhile, there were 1m views for the Red Carpet livestream on TikTok, and more than 16m views of Brits-related videos on TikTok on the day of the event. 1.6 million people visited the official Brit Awards experience on Roblox, too.
YouTube Music was a key partner for the awards, and its music boss Lyor Cohen was joined by BPI boss Geoff Taylor and musician Becky Hill for a chat to celebrate last week.
Diplomatically, nobody mentioned the difference of opinions a year ago at the UK’s music streaming economics inquiry over whether YouTube is poised to become the music industry’s biggest royalties source by 2025 or not.