OVERVIEW
In 2012, YouTube and AEG partnered to bring the Coachella festival experience to fans around the world through YouTube's global livestreaming capabilities. In addition to the high-quality livestream technology that features fans' favorite acts, YouTube continues to incorporate new elements and product integrations into the feed.
APPROACH
YouTube began its Coachella livestream in 2012 and has since grown it exponentially, with extensions to streaming across both weekends, expanding to over 15 countries, and even creating a branded backstage activation with an on-site artist lounge and interview studio to add more behind-the-scenes content to the livestream.
TECH INNOVATION
In 2022, the livestream became the first to ever add augmented reality (AR) tech into a music festival performance. Working with Flume's artistic team, the livestream integrated massive, psychedelic 3D images that were only visible to livestream viewers. The images floated around Flume and into the Indio sky, and blended in seamlessly with his stage design and set.
PRODUCT INTEGRATION
2022 also featured behind-the-scenes content with YouTube's latest product, YouTube Shorts, bringing fans who tuned in from around the world even closer to the Coachella experience.
SHOPPING INTEGRATION
2022 marked the first year YouTube activated its shopping platform, YouTube Shopping, giving fans from around the world who tuned into the livestream access to exclusive Coachella and artist merch.
RESULTS
YouTube's success with Coachella is marked by the consistent growth of the partnership, which has been renewed through 2026. YouTube continues to integrate more deeply into the festival experience year after year. From behind-the-scenes content on YouTube Shorts, to livestream and playlist integrations within YouTube and YouTube Music, YouTube Shopping exclusive merchandise drops, exclusive content for YouTube Premium subscribers, Live Chat, and on-site activations with YouTube creators and artists, the forthcoming years will continue to bring even more exclusive and enhanced access both digitally and in-person for fans and artists alike
With the majority (65%) of the livestream audience tuning in internationally, we have proven that the festival is not only the most buzz-worthy music festival in the world, but is a part of pop culture each year that music fans everywhere clamor to be a part of.
65%
global audience on 2022 livestream
11
years of partnership
MULTI-YEAR
contract extension
