Do you remember the first time you saw PSYâs âGangnam Styleâ on YouTube? Whether or not you knew what K-pop (i.e. Korean pop) music was at that point, you probably watched the video when it became an internet sensation in 2012; in just two years, the song became the first video on YouTube to ever reach 2 billion views. In a blog post for the platformâs tenth birthday, YouTube chronicled the then-current 11,000+ years of âGangnam Styleâ watch time, which apparently wouldâve filled up 50 million regular VHS tapes.
Of course, âGangnam Styleâ had monumental influence not just on YouTube itself but on the worldâs entire music industry. K-pop videos are now a global phenomenon, a fact Tubular discovered in its State of Online Video Report for Q3 2018 (SOOV). Music videos featuring famous Korean singers and musicians are still some of the most-watched content on YouTube, garnering 4.3 billion views during Q2 2018 alone! A lot of this audience isnât even coming from Korea; some of the top countries that watch the most K-pop are the United States (at 16.6% of the view share), Thailand (10%), Brazil (7.2%), Philippines (6.4%), and Indonesia (5.5%). So put on your favorite K-pop song, and read on to see what else we discovered about this music genreâs performance on YouTube!
These 5 Channels Attract Billions of Views with K-pop Videos
Call it catchy, call it wacky, call it whatever you want, but K-pop videos hit a serious chord with viewers across the globe. What makes it so appealing? Some people believe a mix of factors such as the costumes and fashion, dance moves, and long years of professional training and preparation on the part of the Korean stars is what draws in audiences by the millions. And many of those factors, especially elements like the bright colors in K-pop set designs and costumes and the engaging choreography segments, lend themselves very well to the visual world of online video.
Now, K-pop videos may not have the same amount of views on YouTube as the insanely-popular Latino music genre, but those 4.3 billion views on K-pop content we mentioned earlier? They helped account for an overall 7% growth rate in views in quarter two of this year. So what channels were YouTube audiences obsessed with watching? Tubularâs Q3 2018 SOOV found five in particular from last quarter which had outstanding views, average 30-day view counts (V30), and higher-than-normal average 30-day engagement rates (ER30):
BLÎĆKPIĐK
- 577 million views from May-June 2018
- 41.2 million average views per video
- 23.3 million V30
- 7x ER30
- 632 million total views from May 2018 to present
1theK (ěëěźě´)
- 512 million views from May-June 2018
- 587K average views per video
- 376K V30
- 5.7x ER30
- 739 million total views from May 2018 to present
ibighit
- 460 million views from May-June 2018
- 57.4 million average views per video
- 38.2 million V30
- 10x+ ER30
- 700 million total views from May 2018 to present
SMTOWN
- 291 million views from May-June 2018
- 1.7 million average views per video
- 1.2 million V30
- 9.4x ER30
- 439 million total views from May 2018 to present
jypentertainment
- 229 million views from May-June 2018
- 13.5 million average views per video
- 7.5 million V30
- 7x ER30
- 402 million total views from May 2018 to present
BLÎĆKPIĐK is the only eponymous YouTube channel in this list, while the remaining four are overarching music labels and entertainment companies which manage some of South Koreaâs most popular bands and musicians. 1thek, SMTOWN, and jypentertainment all maintain a roster of talent, while ibighit is probably most well-known for its two famous clients: solo performer Lee Hyun and the idol-level group BTS.
BTS Has a High-Engagement Home on Twitter
Speaking of BTS, the seven-member male band is making waves on Twitter. Known by many different monikers (Bangtan Boys, Bulletproof Boy Scouts, Beyond the Scene⌠take your pick!), the band goes by BANGTANTV on Twitter, where it consistently pulls in some of the highest engagement rates of all accounts. For example, in the past 90 days alone across more than 31 million videos uploaded to Twitter, BTS has claimed 29 of the top 30 most-engaged clips on that platform. The clip that attracted the most attention has 2.4 interactions in terms of retweets and favorites!
Our insights on BTS donât end there. When we ran a search in Tubularâs software for all of the bandâs official social video channels, we, of course, found that it pulled in the most views on YouTube (as reflected by the ibighit channel above), but Twitter was still the platform where BTS fans were the most engaged. Based on three years of data, the band has pulled in 378 million total engagements on the tweeting site, which accounts for 45% of its overall engagements across all platforms. Interestingly enough, BANGTANGTV boasts just 652 videos, which is only 9.1% of the bandâs total video uploads from the last three years! This goes to show that knowing where your fans prefer to interact is key in growing social verticals as well as creating content tailored for those different platforms.
Based on this information and the trends we discovered in our latest SOOV report, we can only assume K-pop videos will keep going strong on YouTube. People simply canât get enough of those amazing dance moves, and the epic tunes just want to make you want to sing right along, even if you don’t know Korean.
Make sure you download our Q3 2018 SOOV report if youâre interested in learning about the other trends happening in online video over the next few months. Now if youâll excuse me, Iâm going to go watch âGangnam Styleâ for the hundredth time in my life.