YouTube announced last week that it will no longer allow paid views and ads to affect YouTube Playlists. The company will then calculate the rankings based solely on the number of views from organic replays.
In addition to this new development, the methodology used for the last 24 hours has changed. The company will consider only organic views in calculations including direct links to video, search results, Watch Next and Trending. As mentioned earlier, these ads will not be included in video ads.
For some time, record companies have been criticized for the huge budgets that artists spend on video commercials to drive up the views on their newly released songs.
In fact, a report by Rolling Stone detailing how this system is implemented through YouTube's TrueView ads. In this advertising format, it allows an abbreviated version of a music video from the advertiser, artist or record company to be played in front of the other videos. With this method, a YouTube user's interaction with or watching the video for a certain period of time is reflected in the overall view counts of the video.
It is worth mentioning the examples that have brought this advertising to the agenda recently. The most prominent of these is rap Paagal ”by Indian rap artist Badshah, who has received 75 million views in a single day. However, many well-known artists such as Taylor Swift and Blackpink, or their record companies, are thought to have taken this path.
This new arrangement, which will affect the music playlists on YouTube, is definitely a step for a platform that sells premium subscriptions to focus on music. With this arrangement, YouTube can lose a large portion of its global and local video ad volume, gaining the trust of users who are perhaps more valuable than it.