Sunday, February 7, 2010

YouTube Vevo Music Videos Inflate Plays

YouTube Vevo Music Videos Inflate Plays

This is not a fact, I am simply sharing my observation with you ...

I landed on the above music video from Bullet For My Valentine which plays through Vevo on YouTube. Side note, the song didn't really hit radio where I live but I absolutely love this song and the band. Lyrics are a little weaker than the music I find, but overall very rocking. Now back to the reason for the post.

The video today showed over 20,000,000 views with roughly 1,100 star ratings. That means only 1 rating came for every roughly 18,000 views. I found that rediculously low so I went to compare with the first video that popped in my head that I knew wouldn't be under Vevo and would probably have some what 'honest' stats:

The above video is of a song I discovered last year and couldn't stop listening to. I even wrote a whole blog on these guys - People in Planes.

In any case, today the music video has roughly only 48,000 views and 218 ratings meaning 1 rating for every 220 views! Compared to 1 in 18,000, talk about a difference.

All that to say, with this quick observation along with a few others I've made of music videos not on Vevo, I am personally under the assumption that most videos under Vevo ('major' acts) have inflated plays / views which in turn produces these low rating to view ratios. Even if we consider people can view Vevo videos at now, still, the video in my example with 20 million views was favorited only 120 times at Vevo with a single page of comments so I don't see that angle accounting for millions of plays.

You make your own conclusion but I found it interesting. At the same time I understand for any music label to want to give the impression of having their new music videos played millions of times even if it's only a front as it's more impressive to users than an honest 48,000 plays right.

Nothing new here though, just another example that it's all for show. Marketing wise, I agree with them. Why do you think commercials still use the '2,000,000 satisfied customers to date!' type of lines? I guess if people feel millions before them thought a product was worth spending money on, must mean it's good and you wouldn't be a crazy person if you did too? As a consumer though, hearing these types of lines makes me do a little more research before jumping in.

I put this blog together to simply put out a possibility so that if any of you judge a song even slightly before listening to it by looking at stats, quit it! If you have to, listen to the song first, see what you think about it, then take a look at the plays out of curiosity so it won't influence you before even taking an ear to something. Be open to new music regardless if the band is backed by a huge record company that has bots inflating plays or just a starter band as you may pass up discovering those hundreds and thousands of really rocking smaller bands with only 10,000 views but some of the greatest music you'll ever hear.

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