Coachella renews YouTube deal for four more years, rejects Netflix and Amazon bids

The Coachella Valley Music and Arts Festival will continue streaming live on YouTube for the next four years after its promoter, Goldenvoice, selected the Google-owned platform over rival bids from Netflix and Amazon.

Goldenvoice CEO Paul Tollett said YouTube was chosen because it offers the largest and most global audience among streaming services. He also pointed to the platform’s free access without registration as a key factor.

Under the renewed deal, Goldenvoice plans to produce mini documentaries and other videos about artists performing at the festival. These will be shown during the livestream when some stages are between sets. More programming will also be produced in the lead-up to the festival.

Coachella attracts around 250,000 attendees each year and features major artists alongside emerging performers across multiple stages. Tollett began livestreaming the festival more than a decade ago through its website to introduce the event to audiences unable to attend in person.

YouTube began streaming Coachella in 2011. The livestream has since expanded to allow viewers to switch between performances across the festival’s different stages.

The partnership has also helped Goldenvoice reach international audiences. Coachella has featured artists from countries including South Korea, Nigeria and India, where YouTube has large audiences.

The festival’s popularity on YouTube has prompted other streaming platforms to pursue similar music events. Disney+ streamed Chicago’s Lollapalooza this summer.

Coachella experienced a decline in ticket sales a few years ago but recovered this year following a strong lineup. One notable performance came from Justin Bieber, who revisited his music catalogue during his set and incorporated YouTube videos into the performance.

Tollett said Bieber’s performance reinforced how closely linked Coachella and YouTube have become.