January 2015

    How much do you know about EDM, or electronic dance music? Whether it's a lot, a little or none at all, you'll want to tune in to this profile of EDM fans. What you see might just surprise you: For example, while millennials under 25 view the most EDM content on YouTube, older audiences are becoming increasingly interested as well. And it turns out that EDM fans are more likely than their peers to be online, engaging in tech-savvy behaviors such as buying music online or following a brand on a social network. See how fans are increasingly turning to YouTube to learn more about music genres such as EDM and the opportunities this creates for brands.


    <p>EDM stands for electronic dance music. It encompasses a variety of electronic music, including everything from '90s techno to modern subgenres such as dubstep, house, trance, and trap. EDM also includes club mixes and DJ collaboations.</p> <p>in 2014, subscribers to EDM channels on YouTube went up</p> <p>60% on smartphones</p> <p>77% on TVs</p> <p>175% on gaming devices</p> <p>EDM is crazy popular. There were nine EDM collaborations on Billboard Hot 100 year-end lists in 2014.</p> <p>On YouTube, the official versions of these mega-hits generated big numbers.</p> <p>EDM Sons on Billboard Hot 100 for 2014:</p> <p>"Turn Down for What" - DJ Snake & Lil Jon</p> <p>"Wake Me Up!" - Avicii featuring Aloe Blacc</p> <p>"Latch" - Disclosure featuring Sam Smith</p> <p>"Summer" - Calvin Harris</p> <p>"Break Free" - Ariana Grande featuring Zedd</p> <p>"Hey Brother" - Avicii</p> <p>"Animals" - Martin Garrix</p> <p>"La La La" - Naughty Boy featuring Sam Smith</p> <p>"Stay the Night" - Zedd featuring Hayley Williams</p> <p>EDM fans are more likely than their peers to be online, engaging in tech-savvy behaviors such as these:</p> <p>Buying music and ebooks, or downloading apps to a tablet or smartphone</p> <p>Playing action/adventure video games</p> <p>Following a brand on a social network</p> <p>Using the internet and TV concurrently</p> <p>About 21% of U.S. adults say their favorite thing about YouTube is that it gives them access to music they can't find anywhere else.</p> <p>EDM artists, such as Calvin Harris, Avicii, and Zedd, tend to get more likes and shares on a per-video basis than popular mainstream artists.</p> <p>People under the age of 25 view the most EDM content on YouTube.</p> <p>As an older mellennial (someone between 25 and 34), you're part of the EDM audience segment with the largest growth in 2014.</p> <p>According to YouTube data, interest in EDM among folks ages 35 to 49 grew 80% from January to July in 2014.</p>