YouTube Music is rolling out new features aimed at strengthening ties between artists and their most dedicated fans. The updates were announced Tuesday during the Made on YouTube event and are set to arrive over the coming months.
One of the standout additions is a countdown feature for upcoming releases. Listeners will be able to pre-save tracks or albums ahead of launch, with a visible timer displayed on the album detail page, artist profile, and album shelf. This feature, expected later this year, mirrors Spotify’s Countdown Pages and is designed to build hype ahead of release day.
Beginning early next year, artists will also gain tools to deliver exclusive “thank you” videos, behind-the-scenes clips, and special content to their most loyal listeners. The feature is meant to reward top supporters, much like Spotify’s Wrapped, while fostering a more personal connection between artists and fans.
In addition, YouTube Music is piloting a U.S.-based merch program that will allow fans to access exclusive drops directly within the app. The test aligns with broader industry moves toward cultivating “super fan” experiences, an area Spotify has also been exploring.
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These announcements build on YouTube Music’s recent 10th anniversary updates, which introduced collaborative playlists, user badges, and in-app comments on albums and playlists. Together, the new features highlight YouTube Music’s push to remain competitive in the streaming space by blending community engagement with exclusive content.
