After acquiring the performing rights society AMRA earlier this year, Kobalt – the music publishing company – has signed a global licensing deal with YouTube. This follows the latter's announcement of YouTube Red, the platform's audiovisual streaming service.

AMRA signed its first deal as a vassal of Kobalt with Apple Music earlier this year. This latest deal inked with YouTube covers 100+ territories, but excludes the US and Canada, the aim being – says Kobalt – to "significantly improve and ultimately resolve the value chain and income flow to music creators," with what it claims to be significantly superior technology than other CMOs.

"Every month, music consumers generate billions of micro-transactions on YouTube," said Tomas Ericsson, CEO of AMRA. "Despite the fact that the major DSPs today are all global companies, the music industry traditionally collects its revenue at the local and regional levels. This approach creates glaring inefficiencies for all sides: the digital platforms are challenged to clear licenses locally, while the rights holders face an increasingly complex and fragmented collections process, causing needless delays and often inaccurate reporting."

Christophe Muller (YouTube’s Global Director of Music Partnerships) said, "YouTube provides a global platform for anyone – from vloggers to politicians, global brands to small businesses and of course, musicians too – to connect with a global audience."

He added, "We’ve generated over $2 billion in revenue for the music industry in the last few years alone, and we’ve long worked with Kobalt to help creators get paid. Our deal with AMRA takes this work another step forward to ensure that artists, songwriters, and publishers get the maximum value from YouTube."

In comparison to this, Spotify made their $2 billion-mark announcement in November last year – remember, – when Daniel Ek responded to Taylor Swift's claims? Not only that, but in June this year, Spotify claimed that it had made over $3 billion for rightsholders, with over $300 million reported for the first quarter of 2015 alone; so in roughly seven months between November and the announcement this year, the Swedish streaming service made $1 billion in royalties.