YouTube UK Electronic Content Opportunity Analysis™ 2019-2022

YouTube
September 1, 2022
Music

Content Opportunity Methodology

  1. Measure & Categorize. Sample a large number of social posts to find ones that are significantly outperforming the average.
  2. Identify Top Themes. Identify the themes that are resonating most with the audience by sorting the themes by their aggregated performance metrics.
  3. Identify a Benchmark. Identify content themes that are performing above and under an average benchmark for the industry based on views & engagements.
  4. Identify Opportunities. Look at the data and find the content themes that are resonating with the audience based on a set of top creators.
  5. Repeat For Each Platform. Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.

YouTube Content Bucket Definitions

  • Stream Set: A DJ performing a full set for online viewers. 
  • Virtual Festival Stream: Full-day live stream of virtual electronic festivals with multiple performances from various DJs.
  • Live Performance Set:  Footage showing one artist or group's entire set from a live show such as a club or festival. 
  • Mixing Techniques: Videos educating viewers on how to mix particular types of music or on certain gear.
  • Live Mobile Set: DJs traveling around with their controllers while performing a live set. 
  • Pro Lessons: Professional electronic artists giving tutorials on how to recreate songs/sounds or showcasing different techniques.
  • Set in a Unique Location: High production videos of artists playing sets in outrageously stunning or unique locations.
  • DJ Tips & Tricks: Videos share the best tips and tricks for beginners on mixing and scratching.
  • At Home With: DJs taking viewers into their homes and showcasing their interests outside of music. 
  • Extreme Sport Sets: DJs participating in extreme sports while performing a live set. 
  • Patch Notes: A series by Fact Magazine which invites artists to perform using various modular synthesisers.
  • Studio Sessions:  Videos take viewers into the studios of artists as they talk about their music and offer insights into their processes.
  • Gear Reviews & Demos: Creators review and demo various kinds of controllers, systems,  tools, plugins, synths and more. 
  • Production Tutorials & Tips: Videos teach viewers different production skills and offer fresh ideas for producing songs. 
  • Music Dissected: Videos deconstruct various beats and cords, showing the viewer how to re-create them. 
  • Live Performance Clips: Videos 10 minutes of less showcasing footage from live performances. 

Stream Set, Virtual Festival Stream and Live Performance Set were extreme performing content opportunities, averaging more than 3X the benchmark rate on YouTube. 

Excellent performing content opportunities for the UK electronic audience on YouTube include:

Good performing content opportunities for the UK electronic audience on YouTube include:

Substandard performing content for the UK electronic audience on YouTube include:

Low performing content for the UK electronic audience on YouTube include:

Extreme Performing Segment:

1. Virtual Stream Set

Videos feature a DJ mix set performed strictly for an online audience. Videos feature one set by one artist or group and are often a part of a virtual festival which entails a series of stream sets. The top videos feature David Guetta’s set from DJ Mag's Top 100 DJs Virtual Festival 2020 and Gorgon City’s set from Defected Virtual Festival in 2020. 

Tactics to Implement:

  • YouTube Live & Premiere: Viewers, on average, watched and engaged more with live streamed sets than those uploaded as regular video posts. Premiere videos averaged 187% fewer views and engagements than those live streamed.
  • Discord: On the video on the left, DJ Mag pinned a link to their Discord community in the video’s comments.

Content Opportunities: The virtual festivals mentioned above were fundraisers for charitable organizations. The videos featured a link in their descriptions, encouraging viewers to donate. Look for ways to pair stream sets with philanthropic efforts. 

2.7M  Views

2.3M  Views

2. Virtual Festival Stream

The top videos were from Ministry of Sound's 2020 Ministry Weekender; a two-day virtual party streamed live. The streams featured ten hour-long sets by leading artists such as Diplo and A-Trak.

Tactics to Implement:

  • Chapters: As both of the live streams were over 10 hours long, Ministry of Sound divided the streams into chapters so that viewers can easily find specific sets within the stream.
  • Stream Host: The festival stream featured Arilee Free as its host, who introduced each artist before that performer's set began.
  • Most Replayed: The most replayed moments on both streams were at the end of the second last set: 9:13 for Diplo’s and 9:11 for MK’s. 

Content Opportunities: Although the Ministry Weekender Virtual Festival was at the start of the COVID-19 pandemic, viewership for electronic live streams continues to grow. It offers a great way to engage with fans and provide highly valuable content. According to the IMS Business Report 2022, “there will always be a market for streaming to people who can’t get to a physical show.” 

805K  Views

708K  Views

3. Live Club Set

Popular "Live Performance Set" videos were published by MixMag and Boiler Room. Videos feature a full set by one artist or group performed in a club setting with a lively, engaged audience.

Tactics to Implement:

  • Localised Scenes: Boiler Room sessions feature local underground DJs who are not yet widely known in the mainstream. They aim to make this underground music easily accessible to their large online audience while highlighting the unique aspects of local music scenes.
  • Branding: MixMag and Boiler Room “Live Performance Set” videos feature their logos either in the background of the performance or on the video screen or on both.

Content Opportunities: Boiler Room sessions are open dance floors, meaning there isn't a backstage area; instead, the artist is behind the decks, and attendees are behind them or interspersed around the table. The artist is always front and centre of the broadcast, and nothing separates them from the crowd. This allows DJs to mix with the crowd authentically and create a unique experience for everyone. 

1.8M  Views

1.8M  Views

Content Opportunities:

1. Mixing Techniques

Videos showcase various mixing techniques based on certain subgenres (dancehall, bashment, techno or reggae) or types of gear (Pioneer XDJ XZ or CDJ-3000).

Tactics to Implement:

  • Video Lengths: Videos 10-11 minutes long generated the highest amount of views and engagements on average.
  • On Screen Text: Crossfader's videos include on-screen text with arrows pointing to what the DJ is doing so that the viewer can follow along more easily. See here for example.
  • Track Player: In this viral video, Crossfader showcases a DJ performing a creative mix while showing the track player at the top of the screen so that viewers can see the DJ load in tracks, set cue points, and blend the music.  

Content Opportunities: Share performance mixes filmed from the point of view of the DJ to showcase various mixing techniques. Use on-screen text to give additional details and pointers. 

768K  Views

755K  Views

1 Viral Videos:

These videos were omitted from their content buckets as ‘viral’ outliers for exceeding 3x the views and engagements of their respective benchmarks.

Stream Set

Length: 1:01:41, 1:02:23 & 1:00:25

Content: Live sets streamed by Purple Disco Machine, Idris Elba, and Carl Cox. Two of the three viral videos were apart of The Opening Party by Defected Records which was sponsored by Heineken. 

6.1M Views

5.3M Views

5.3M Views

Set in a Unique Location

Length: 1:45:01 & 1:03:31

Content: To the left, Deborah De Luca performs a set in the striking location of Vele Di Scampia. On the right, Sub Focus x Wilkinson plays a set at Corfe Castle, Dorset. The performance was later premiered on YouTube. 

2.3M Views

6.1M Views

2 Viral Videos:

These videos were omitted from their content buckets as ‘viral’ outliers for exceeding 3x the views and engagements of their respective benchmarks.

Mobile Set in Public Places

Length: 9:14 & 12:12

Content: Mobile DJ - SUAT shared the following two videos, where he is challenged by security/police for attempting to play in public places.

1.6M Views

2.3M Views

Pro Lessons

Length: 31:06

Content: DJ Mag goes in the studio with David Guetta while he makes a simplified version of his song “Titanium” from scratch.

1.8M Views

Mixing Techniques

Length: 10:30

Content: Crossfader shared a creative routine mix which featured Dancehall, Bashment and reggae music.

1.9M Views

3 Viral Videos:

These videos were omitted from their content buckets as ‘viral’ outliers for exceeding 3x the views and engagements of their respective benchmarks.

Production Tutorials

Length: 5:37

Content: Tutorials is a regular series by Attack Magazine where they respond to requests from viewers on music producing. In this viral video they broke down eight of the archetypical forms of dance music basslines.

101K Views

Patch Notes

Length: 9:31

Content: Hélène Vogelsinger explores abandoned places and connects with their energies to create immersive and suspended moments using a modular synth. 

925K Views

Review & Demo

Length: 34:04, 36:44, & 27:23

Content: James Hartly takes viewers through the latest controllers such as the Pioneer DDJ-1000SRT, Pioneer DJ XDJ-XZ and Pioneer DJ CDJ-3000. He discusses all their new features and modifications and provides a demo and a review of the new equipment. 

352K Views

351K Views

245K Views

4 Viral Videos:

These videos were omitted from their content buckets as ‘viral’ outliers for exceeding 3x the views and engagements of their respective benchmarks.

Live Performance Set

Length: 54:56 & 1:58:08

Content: The video on the right features Charlotte de Witte at MixMag’s “The Lab NYC”. The one on the left features Carl Cox and Fatboy Slim playing B2B.

2.8M Views

6.4M Views

Performance Clips

Length: 1:26 & 0:40

Content: The two Performance Clips outlier videos feature short clips behind the decks from performances by Deborah De Luca and Ricardo Villalobos. 

22K Views

17K Views

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