New research from video analytics firm TubeMogul claims that fans are more engaged with music videos when they’re embedded on artist sites, rather than watched on portals like Vevo. It reports that Vevo has the numbers, racking up 226 million video streams in January compared to 25 million on artist and label sites. However, fans watched the latter videos 10% longer, and 29% of the videos on the artist sites were watched in their entirety, compared to 12% on portals like Vevo. The research also claims that 40% of music video streams happen in the US, followed by Japan (10%), the UK (9%) and Germany (3%).

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