Research firm Omdia has published some new estimates on YouTube, including the claim that music videos account for 33% of the platform’s total viewing time, compared to just 10% for news videos and 5% for video podcasts. If accurate, this means music’s importance for YouTube in terms of watch-time has grown. In 2021, then-chief business officer Robert Kyncl said that music accounted for 25% of YouTube’s watch-time. Omdia reckons that Shorts now account for more than 90% of all new uploads to YouTube, fuelling the growth of its catalogue to more than 29bn videos overall. “The top 1% of videos generate 91% of total viewing time while the remaining 99% account for just 9% of viewing,” added Omdia in the announcement of its.