Facebook Challenges YouTube with Licensed Music Videos Launch in US
Facebook is gearing up to introduce officially licensed music videos on its platform in the United States next month, marking a direct challenge to YouTube’s dominance in the space. According to internal materials reviewed by TechCrunch, the social media giant has begun notifying artist Page administrators about the upcoming feature.
How the New Music Video Feature Works
- Automatic Integration: Artists won’t need to manually upload videos or provide links. By enabling a new setting before August 1, they grant Facebook permission to add their official music videos to their Page’s Videos tab.
- Comprehensive Library: The collection will include both the artist’s own videos and collaborations they’re featured in.
- Full Control: Artists can edit or remove videos at any time after enabling the feature.
What Happens If Artists Don’t Opt In
For artists who don’t enable the feature by the deadline:
- Facebook will create a separate “[Artist Name] Official Music” Page
- This automatically generated Page will be controlled by Facebook
- Videos will be accessible through Facebook Watch and a new music video destination
Key Features and Benefits
- Automatic Sharing: New releases from labels will automatically appear on artists’ Timelines
- Performance Insights: Facebook will share engagement data (likes, shares, comments) with rights holders
- Customization Options: Artists can edit auto-generated posts, including titles, descriptions, tags, and thumbnails
The YouTube Challenge
This move positions Facebook as a serious compe***** to YouTube, which currently dominates music streaming:
- YouTube accounted for 46% of global music streaming outside China (IFPI 2017 report)
- The platform claimed over 1 billion music fans and 2 billion artists in 2018
- Paid out $3 billion to the music industry in 2019
Background and Industry Context
Facebook’s music video expansion follows:
- Negotiations with major labels (Universal, Sony, Warner) reported by Bloomberg in 2019
- Existing music video features in Thailand and India
- Previous licensing deals focused on social experiences rather than full music videos
Why This Matters for the Music Industry
The launch represents:
- A potential alternative revenue stream for artists and labels
- Increased competition in the music video streaming space
- New discovery opportunities for artists through Facebook’s massive user base
Facebook declined to comment on its specific plans when reached by TechCrunch. The move underscores the company’s continued focus on video content as a key engagement driver across its platforms.
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