Apple vs. YouTube Music Video Velocity

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.... chartmetric.com @chartmetric #chartmetric #applemusic #youtube #postmalone #polog

  • 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.
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  • 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!



2019 Chartmetric