I am big fan of SiriusXM. There are DJs that I follow on such stations as DeepTracks that feel just like the progressive world of FM radio in NYC during the 70's. (Yes, I'm that old!) This week I heard an ad for a new program on SiriusXM called "Youtube 15" which features the top 15 trending songs on Youtube and it made me think of the multiple layers of streaming at play here.
Obviously, the artists of the top 15 will make much more money from their Youtube views than a weekly spin on the Youtube 15 program. But this new show represents a very interesting interaction between two of the most ubiquitous music services in the world. SiriusXM represents the largest paid subscriber pool and Youtube represents the largest viewership. That's a potentially powerful pairing. Further, I think it is highly significant that the direction of this relationship is from Youtube to SiriusXM and not the reverse.
It is not just a pairing of the largest streaming music services. It also goes one layer deeper to include the download world since Youtube offers links to iTunes, Google, eMusic, Amazon, etc. to purchase the download of the music in these videos (provided that they are being monetized, of course). In the past, I used to tell artists not to expect more than one download per 1000 views. Lately, that seems optimistic and perhaps I should change my advice to 1:10,000.
Either way, three ecosystems are now being connected in a one-way chain. SiriusXM to Youtube to iTunes (or other download sites). I doubt that SiriusXM is making any piece of the Youtube pie. They don't need to. Still, it's very smart of them to recognize that Youtube is the go-to destination for most young listeners.
My main question in all of this is that I wonder if the paying subscribers of Youtube are the right demographic for "Youtube 15". How many of the 25.6 million paying subscribers are either the right age to care about the top 15 trending songs on Youtube or have kids that actually use SiriusXM. I would be very interested to see ratings on the Youtube 15 show and also find out if that show has an effect on the Youtube view count. Seems to me that this show would only be successful in a captive environment like a car. And yet, in my world, my kids don't pay attention to SiriusXM in my car. They are on their phones probably watching Youtube directly.