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Universal Music Group, or UMG for short, is a YouTube music channel maintained by American global music corporation Universal Music Group, a subsidiary of French media conglomerate Vivendi.

In late 2007, UMG became the #2 most subscribed channel, only behind Smosh, who was it's closest competitor in terms of subscriber growth due to showing top music videos at the time. No other corporate non user generated channel would reach that high of a spot until YouTube Spotlight, six years later in September and no other music channel would reach that high of a spot until JustinBieberVEVO, ten years later in December.

UMG accumulated a massive lead over its competitors.

The channel was also once the #1 most viewed YouTube channel surpassing CBS in July-August 2007. It maintained this title until February 16, 2013, when almost all of it's views were purged, leaving Machinima to claim #1.

At one point, UMG had a five billion view lead over it's closest competitors when they were the most viewed channel which was gigantic at the time as that was at least five times any other channel.

The only other channel to get much of a view gap than any other channel is T-Series which is currently the most viewed channel on YouTube, doing so in early August 2017.

In addition to it's record breaking view gap before it's view purge, UMG's view numbers were so large for it's time, that for a period, YouTube showed it's view count as 2,147,483,647 because the channel went over the 32-bit integer limit.

During it's reign, it was the first channel to reach one, two, three, four, five, and six billion views.

UMG's peak of around 6.91 billion views was not surpassed by any other channel until emimusic on November 25, 2014.

Despite the channel having a major decrease in subscriber and view gain since 2013 and many channels surpassing the channel in those aspects, UMG holds the record as being the most viewed channel for the most amount of time.

List of Video View Milestones

Note: All dates from 1-6 billion views are rough estimates based on existing data.

  • 1 billion views: January 7, 2008
  • 2 billion views: July 8, 2008
  • 3 billion views: December 30, 2008
  • 4 billion views: May 5, 2009
  • 5 billion views: August 23, 2009
  • 6 billion views: October 31, 2009
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