As of June 2022, more than 500 hours of video were uploaded to YouTube every minute. This equates to approximately 30,000 hours of newly uploaded content per hour. The amount of content on YouTube has increased dramatically as consumer’s appetites for online video has grown. In fact, the number of video content hours uploaded every 60 seconds grew by around 40 percent between 2014 and 2020.

YouTube global users

Online video is one of the most popular digital activities worldwide, with 27 percent of internet users worldwide watching more than 17 hours of online videos on a weekly basis in 2023. It was estimated that in 2023 YouTube would reach approximately 900 million users worldwide. In 2022, the video platform was one of the leading media and entertainment brands worldwide, with a value of more than 86 billion U.S. dollars.

YouTube video content consumption

The most viewed YouTube channels of all time have racked up billions of viewers, millions of subscribers and cover a wide variety of topics ranging from music to cosmetics. The YouTube channel owner with the most video views is Indian music label T-Series, which counted 217.25 billion lifetime views. Other popular YouTubers are gaming personalities such as PewDiePie, DanTDM and Markiplier.

How much time do people spend on social media? As of 2024, the average daily social media usage of internet users worldwide amounted to 143 minutes per day, down from 151 minutes in the previous year. Currently, the country with the most time spent on social media per day is Brazil, with online users spending an average of three hours and 49 minutes on social media each day. In comparison, the daily time spent with social media in the U.S. was just two hours and 16 minutes. Global social media usageCurrently, the global social network penetration rate is 62.3 percent. Northern Europe had an 81.7 percent social media penetration rate, topping the ranking of global social media usage by region. Eastern and Middle Africa closed the ranking with 10.1 and 9.6 percent usage reach, respectively. People access social media for a variety of reasons. Users like to find funny or entertaining content and enjoy sharing photos and videos with friends, but mainly use social media to stay in touch with current events friends. Global impact of social mediaSocial media has a wide-reaching and significant impact on not only online activities but also offline behavior and life in general. During a global online user survey in February 2019, a significant share of respondents stated that social media had increased their access to information, ease of communication, and freedom of expression. On the flip side, respondents also felt that social media had worsened their personal privacy, increased a polarization in politics and heightened everyday distractions.

Bulgarian popfolk as a phenomenon

https://www.googleapis.com/download/storage/v1/b/kaggle-user-content/o/inbox%2F4937078%2F2de9bee900e6599f080c396be3659cb4%2Fthe-face.jpg?generation=1590504436110094&alt=media%20=400x800" alt="People celebrating Students Day in Bulgarian chalga club The Face in Blagoevgrad." title="People celebrating Students Day in Bulgarian chalga club The Face in Blagoevgrad.">
Bulgarian pop-folk (hereinafter referred to as chalga) is a dance genre, stemming from ethno-pop, with strong hints of Oriental rhythms and instrumentals. Chalga is one of many branches of Balkan folk throughout the peninsula (turbofolk in Serbia, manele in Romania etc.) After the fall of communism in 1989 in Central and Eastern Europe, chalga rapidly found place in everyday life.
Chalga relies on provocativity, and tracks commonly contain sexually explicit lyrics. Because of this, it causes much controversy in society and there is sparse scientific work in the field. Nevertheless, chalga becomes an increasingly popular musical style. As such, we believe it must be subject to development. Finding its 'evolution' constitutes the main scientific motivation behind this study.

Choice of data

Payner LTD is a Bulgarian record label and production studio, founded in 1990. It is currently considered the largest record label in the country, producing mainly in both Bulgarian folk and chalga genres. The company has active presence in television, taking ownership of three channels: 'Planeta TV', 'Planeta Folk' and 'Planeta HD'.
Payner LTD also maintains activity in the Internet, particularly in YouTube. Their main channel in YouTube, 'PlanetaOfficial', publishes music content exclusively. 'PlanetaOfficial' can be also credited with holding the largest audience in Bulgaria - for the time being, it has got 2.1 million subscribers and 5.0 billion total video views, dominating on the national YouTube scene.
The top three YouTube accounts in Bulgaria, associated with chalga music, as of 4 Jan 2021, are: - PlanetaOfficial (Payner LTD), 2.12m subscribers, 4962m total views, - FEN TV, 0.76m subscribers, 699m total views, - Diapason Records, 0.53m subscribers, 580m total views
In all of those circumstances, 'PlanetaOfficial' was recognised as a pivotal source of data in the study.

Method

Data were acquired from MILKER, software specifically designed for this purpose.

Data

Content

The following data in payner.csv contains Spotify information of 679 resolved tracks, out of 638 detected in PlanetaOfficial, in the period 2014-2020. Every row is a track, and contains: - the unique Spotify ID of the song; - pre-processed names of the first three artists in a song (if such are present), according to their order of mention; - name of the track; - datetime of the video upload in PlanetaOfficial; - various Spotify audio features.

Purity

There are no missing values in this data. However, [MILKER] is not flawless. It includes tracks, not associated with PlanetaOfficial - for example works by Bach and Beethoven. In this context, data purity is defined as the fraction of songs with corresponding video uploads by PlanetaOfficial.

After random sampling (n=100), it may be inferred that the purity of this dataset is (0.91, 0.99), 95% C.I.