UPROXX TV released a new research report at Cannes showing that premium music video on YouTube significantly outperforms user-generated content (UGC) on attention metrics while delivering younger audiences that are increasingly difficult to reach through linear television.
“The Premium Music Video Attention Report: Fandom at Scale,” developed with YouTube Partner Sales, Comscore, and Warner Music Group, was released at the Cannes Lions International Festival of Creativity. The report draws on Comscore’s suite of measurement tools, including MediaMetrix, VideoMetrix, and Content Measurement, alongside native YouTube Analytics data.
Attention and Engagement Metrics
According to YouTube Analytics data from June 2026, premium music video delivers 2.5 times higher time per view, 2.3 times higher retention, 4.1 times more shares per view, and 2.1 times higher connected TV viewership compared to user-generated content on the platform.
UPROXX, which programs pre-roll advertising across more than 10,000 Warner Music artist channels on YouTube, reached 160 million unique monthly viewers across connected TV, YouTube and social platforms during the measurement period. Comscore ranks UPROXX as the top YouTube partner network in the United States by unique viewers and a top 10 connected TV entertainment property.
Connected TV Scale
On connected TV, UPROXX delivered 67.2 million unique viewers and 2.5 billion minutes, averaging 37 connected TV minutes per user per month. Nearly half of the platform’s total monthly audience watches on television screens.
Reach Among Younger Audiences
UPROXX reports reaching 46.6 million Adults 18-34 in April 2026, representing 60 percent of the U.S. population in that age group.
Against the top four broadcast networks combined, UPROXX delivered 31.4 million incremental Adults 18-34. Against ESPN on linear, it delivered 40.5 million incremental Adults 18-34. Against MTV and VH1 on linear, UPROXX delivered 43.8 million incremental Adults 18-34.
“The data shows that premium music fandom is not just large. It is highly attentive, highly incremental, and increasingly happening on the TV screen,” said Steve Bagdasarian, Chief Commercial Officer at Comscore. “UPROXX reaches audiences that traditional linear environments often miss, making it a valuable complement to modern video plans and a clear example of how creator-led television can be measured with rigor comparable to premium TV.”
Artist-Level Incremental Reach
The report breaks down incremental reach at the artist level, comparing viewership of specific UPROXX artist channels against major linear programming tentpoles.
Bruno Mars delivered 3.6 million incremental Americans beyond the NBA Playoffs on ABC and ESPN, with 91 percent of his Adults 18-34 audience exclusively reached through UPROXX. Teddy Swims delivered 3.0 million incremental Americans beyond American Idol, with 77 percent of his audience exclusively reached through UPROXX.
Gunna delivered 2.3 million incremental Americans beyond Monday Night Football on ESPN, with 83 percent of his audience exclusively reached through UPROXX. Dua Lipa delivered 977,000 incremental Americans beyond the Grammys, with 87 percent of her audience exclusively reached through UPROXX.
Jarret Myer, co-founder and CEO of UPROXX, framed the findings in terms of advertiser access to fan audiences. “Fandom is no longer something brands can simply buy around. It is something they have to participate in,” Myer said. “YouTube has moved from the feed to the biggest screen in the house, and premium music video is one of the clearest ways for advertisers to show up inside culture. UPROXX gives brands a direct path into the artists, fandoms, and moments people are actively choosing to watch.”
The report argues for treating premium music video as a distinct media planning category, citing measurability comparable to traditional television and the capacity to extend reach beyond linear audiences.
Image source: UPROXX The full report is available here
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
UPROXX TV released a new research report at Cannes showing that premium music video on YouTube significantly outperforms user-generated content (UGC) on attention metrics while delivering younger audiences that are increasingly difficult to reach through linear television.
“The Premium Music Video Attention Report: Fandom at Scale,” developed with YouTube Partner Sales, Comscore, and Warner Music Group, was released at the Cannes Lions International Festival of Creativity. The report draws on Comscore’s suite of measurement tools, including MediaMetrix, VideoMetrix, and Content Measurement, alongside native YouTube Analytics data.
Attention and Engagement Metrics
According to YouTube Analytics data from June 2026, premium music video delivers 2.5 times higher time per view, 2.3 times higher retention, 4.1 times more shares per view, and 2.1 times higher connected TV viewership compared to user-generated content on the platform.
UPROXX, which programs pre-roll advertising across more than 10,000 Warner Music artist channels on YouTube, reached 160 million unique monthly viewers across connected TV, YouTube and social platforms during the measurement period. Comscore ranks UPROXX as the top YouTube partner network in the United States by unique viewers and a top 10 connected TV entertainment property.
Connected TV Scale
On connected TV, UPROXX delivered 67.2 million unique viewers and 2.5 billion minutes, averaging 37 connected TV minutes per user per month. Nearly half of the platform’s total monthly audience watches on television screens.
Reach Among Younger Audiences
UPROXX reports reaching 46.6 million Adults 18-34 in April 2026, representing 60 percent of the U.S. population in that age group.
Against the top four broadcast networks combined, UPROXX delivered 31.4 million incremental Adults 18-34. Against ESPN on linear, it delivered 40.5 million incremental Adults 18-34. Against MTV and VH1 on linear, UPROXX delivered 43.8 million incremental Adults 18-34.
“The data shows that premium music fandom is not just large. It is highly attentive, highly incremental, and increasingly happening on the TV screen,” said Steve Bagdasarian, Chief Commercial Officer at Comscore. “UPROXX reaches audiences that traditional linear environments often miss, making it a valuable complement to modern video plans and a clear example of how creator-led television can be measured with rigor comparable to premium TV.”
Artist-Level Incremental Reach
The report breaks down incremental reach at the artist level, comparing viewership of specific UPROXX artist channels against major linear programming tentpoles.
Bruno Mars delivered 3.6 million incremental Americans beyond the NBA Playoffs on ABC and ESPN, with 91 percent of his Adults 18-34 audience exclusively reached through UPROXX. Teddy Swims delivered 3.0 million incremental Americans beyond American Idol, with 77 percent of his audience exclusively reached through UPROXX.
Gunna delivered 2.3 million incremental Americans beyond Monday Night Football on ESPN, with 83 percent of his audience exclusively reached through UPROXX. Dua Lipa delivered 977,000 incremental Americans beyond the Grammys, with 87 percent of her audience exclusively reached through UPROXX.
Jarret Myer, co-founder and CEO of UPROXX, framed the findings in terms of advertiser access to fan audiences. “Fandom is no longer something brands can simply buy around. It is something they have to participate in,” Myer said. “YouTube has moved from the feed to the biggest screen in the house, and premium music video is one of the clearest ways for advertisers to show up inside culture. UPROXX gives brands a direct path into the artists, fandoms, and moments people are actively choosing to watch.”
The report argues for treating premium music video as a distinct media planning category, citing measurability comparable to traditional television and the capacity to extend reach beyond linear audiences.
Image source: UPROXX
The full report is available here
Subscribe to Our Newsletter
Check Out Our Podcast