Music video platform VEVO believes it is challenging the norms of music video viewing and consequently the norms of where advertisers go to connect with passionate young people en masse. VEVO have today reported an all-time high of 24.2 billion global streams from January to June 2013. 317 million of those streams during the same period were attributed to Australians and a third of the growth was driven by connected devices and web connected televisions.
VEVO’s monthly views of premium music content went up 184% on the previous year with over 28 million app downloads globally to date. Viewing numbers are believed to increase again with VEVO last week launching its Samsung smart TV app which delivers VEVO’s entire music catalogue, live concert events, exclusive programming and VEVO TV to Samsung smart TV screens with an experience similar to that already offered on Apple TV and Xbox.
MCM Media’s Chief Strategy and Marketing Officer Jonathan Hopkins said: “We were early to see the potential in unbundled online video with the launch of VEVO in Australia 18 months ago and our bet continues to pay off. We have recently witnessed online media revenues surpass those of TV, and with the phenomenal growth of VEVO, advertisers now have even more opportunities to connect”. Advertisers follow consumers, consumers follow content, and consumers are primarily heading online for their entertainment. MCM Media is committed to being across the devices that are driving growth including the addition of Samsung smart TV, plus the established Apple TV, Mobile, Xbox and the VEVO website.”
Nic Jones, VEVO’s SVP International, added: “The global appetite amongst consumers for premium music content is increasing rapidly and, as this data clearly demonstrates, that trend is echoed by Australian consumers. VEVO strives to make content that is compelling and accessible, from our original content programming to VEVO premieres and VEVO LIFT, we connect fans with content they want and the artists they love whilst providing the opportunity for advertisers to reach a notoriously scattered demographic in a targeted manner.” We are always looking for innovative ways to enable these connections, whether that’s via VEVO.com or, increasingly through mobile and web connected televisions, and it is very encouraging to see consumers and advertisers reacting so positively that to that strategy both in Australia and around the world.
VEVO was launched in Australia via a partnership with MCM in 2012 and offers effective advertising solutions surrounding the demand for premium music videos across multiple devices.