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World’s Leading Music Video Network Releases Highlights From Its Year-End Annual Recap With Top Performers, Pop Culture Moments And Top Trends Of 2021
- Globally, Karol G tops Vevo’s most viewed artist charts, closely followed by The Weeknd
- Olivia Rodrigo is a star in 2021, with more than 8 times the number of viewers of clips she saw in 2020
- Boney M. and Earth, Wind & Fire among groups rediscovered by new audiences through social media challenges
NEW YORK (December 8, 2021) – Vevo, the world’s leading music video network, today released the first part of its year-end annual music video audience review, with more year-end information to come this month .
Globally, Karol G tops the list of most viewed artists in 2021, with 3.11 billion views, followed closely by The Weeknd, with 3.10 billion views.
In the United States, Lil Baby is the most watched Vevo artist of the last year (770 million views), followed by The Weeknd (558 million views). Newcomers to this year’s 10 Most-Watched Artist list include Doja Cat and Lil Nas X (full tables from the US and the world are below).
In the US and globally, Lil Nas X takes top spots on the Vevo Engagement Board, which ranks videos based on the most likes, shares, and comments on the Vevo Network. “MONTERO (Call Me By Your Name)” was # 1, with “INDUSTRY BABY” featuring Jack Harlow in second place. The success of Lil Nas X can be attributed to its always creative releases and imaginative marketing efforts, such as launching sneakers in partnership with art collective MSCHF ahead of the release of the MONTERO album, which has six times the number of viewers of Lil Nas X’s music videos.
Another notable mention is that singer / songwriter Olivia Rodrigo increased her audience eightfold to reach 357 million views in the United States in 2021, after bursting into mainstream audiences with her debut album, SOUR.
“Vevo is the destination of music videos for artists of all genres and career stages. Our rankings feature both established stars, like Taylor Swift and Future, and more recent names that have also made headlines this year, like Lil Nas X and Olivia Rodrigo.
âIn 2021, consumption and fan engagement with music videos continued to provide a lot of insight into the vital nature of the music video to drive, shape and respond to cultural moments. And artists such as The Weeknd, Doja Cat and Ariana Grande have collaborated with Vevo to further develop their visual catalog and storytelling through Vevo’s original content series, such as LIFT and Official Live Performances, âsaid Alan Price, CEO of Vevo.
Music videos served as soundtracks at events throughout the year. Here are some of the best pop culture moments and themes of 2021 from Vevo’s music video audience:
Cultural zeitgeistWith this summer marked by celebrity romances, Jennifer Lopez saw the number of American viewers increase following reports on her comeback with actor Ben Affleck, who appeared in the music video for “Jenny from the Block” by Lopez. In September, viewership of Machine Gun Kelly’s âBloody Valentine,â starring actress Megan Fox, doubled in the United States after he and Fox walked the red carpet at the VMAs.
Great artists return in the fallDuring the fall there were several new recordings from beloved artists such as ABBA, Adele and Taylor Swift. In October, Vevo saw Adele’s catalog evolve following the announcement of her new studio album, 30, with a view count increased tenfold, and “Easy On Me” generated engagement with fans, becoming the # 7 most engaged Vevo music video of 2021 in the United States.
That same month, ABBA announced a reunion and their first new album in 40 years, and their hits, such as “Dancing Queen” and “Take a Chance on Me,” saw a 170% increase in views in the States. -United. In November, Taylor Swift’s catalog was also multiplied by 5 when she released “All Too Well (Taylor’s Version)”, the first 10-minute song to reach number one on the Billboard Hot 100.
Remembering DMX and Young Dolph Through Video ClipsFans turned to music videos to remember rappers DMX and Young Dolph, who died suddenly this year. In April, DMX’s music video catalog saw its usual audience 19 times in the US, especially around âI Miss Youâ (210% increase) and âSlippin ‘â (200% increase) . Young Dolph’s catalog saw a 550% increase in the United States after his tragic shootout in November.
Social media platforms promote the discovery and rediscovery of music videosThe growing popularity of social media platforms such as TikTok and Instagram has fueled the discovery of new music in 2021, in turn leading to the search and audience for music videos on Vevo. This was especially evident in the revival of music videos years, if not decades, before, bringing previously released music videos to new audiences in 2021. Some of this year’s rediscovered Vevo music videos in the US, powered by TikTok , include Mitski’s âWashing Machine Heartâ (310% increase); Trinidad Cardona âDineroâ (520% increase); and J. Cole’s âShe Knowsâ (710% increase), all first released in the 2010s.
In addition, consumers increasingly seek and enjoy nostalgic content, as evidenced by Vevo’s decades-based linear TV channels such as Vevo 70s, Vevo 80s, Vevo 90s and Vevo 2K, which are constantly generating high numbers. high viewership. Older hits such as “Rasputin (Sopot Festival 1979)” by Boney M. (270% increase) and “Let’s Groove Tonight” by Earth, Wind & Fire (580% increase), are also examples of music videos from previous decades that made a comeback in 2021 in the United States, notably through the TikTok dance challenges of the younger generations.
More data and trends from the Vevo 2021 review, including the most viewed clips of the year, are expected to be released later this month.
Vevo identified and analyzed the peak audiences for video clips from late 2020 to December 2021, comparing the current two-week moving average to the previous two-month moving average. The dates of these peaks were then matched with current events and developments that attracted viewers to these music videos.
(Source: Vevo Internal Analytics, global and US views from 12/01/20 to 12/1/21.)