A few of the record labels having the greatest success on YouTube may not be the ones you’d expect. According to information shared with Billboard by video tracker TubeMogul, Hollywood Records has the third highest average views per music video. The label’s average of 1.96 million puts it very close to Sony (2.25 million) which is No. 1 and Universal Music Group (2.21 million) which is No. 2.

Ultra Records is a distant – but impressive – fourth on the list with 789,000 streams per video. Warner Music Group is fifth with 356,000 and EMI Music is sixth with 190,000.

Hollywood Records has on its roster tween star Miley Cyrus, whose videos have amassed millions and millions of views apiece - Cyrus' "Party In The U.S.A." is the fifth most viewed video ever with 124.5 million views - as well as Selena Gomez, Demi Lovato and Jesse McCartney. Although large, Hollywood is technically an independent label – it is owned by Walt Disney and distributed by Universal Music Group.

Ultra’s place next to the majors shouldn’t come as a surprise. The independent electronic label is the U.S. home for many big European DJs and producers – Tiesto, Armin Van Buuren, Paul Oakenfold, Kaskade and others. But it’s “I Know You Want Me (Calle Ocho)” by rapper Pitbull, with nearly 123 million streams to date, that is really pulling up Ultra’s average.

Because the most popular videos skew the averages upward, it helps to look at the median numbers as well to see how many streams a “middle class” video gets. TubeMogul also supplied Billboard with the median number of views for each record label’s videos. (The median is the middle of a group of numbers. If there are 11 different numbers arranged in order from lowest to highest (or vice versa) the median value would be the sixth – the middle value in the range of values.)

Labels’ median numbers don’t change the overall rank, but they do add distance between the top three labels. Sony is tops with a median of 297,000 streams, Universal is second with 189,000 streams and Hollywood is third with 97,000 streams. Ultra’s median is 57,000, followed by Warner with 36,000 and EMI with 15,000.


Questions? Comments? Let us know: @billboardbiz

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