Analysis

Apps pushed Vevo to 4bn video streams and 526m viewers in June 2013


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Vevo has published its latest metrics in a US Music Video Viewership Report for January-June 2013, showing strong growth for the music videos service both in the US and globally, fuelled by its apps.

In June 2013, Vevo did 4bn music video streams worldwide, up from 3bn in June 2012. In that year, Vevo also saw its unique monthly viewers worldwide grow by 27% to 526m in June 2013.

For the second quarter of 2013, Vevo says it attracted 1.6bn viewers globally, although note, these figures include views of Vevo-branded videos on YouTube. With Google’s service claiming 1bn monthly visitors, Vevo’s report suggests that more than half of them watched at least one music video.

And those apps? Vevo’s apps for smartphones, tablets and now connected TVs have been downloaded 28m times worldwide, and in June 2013, they served more than 1.2bn streams, accounting for 30% of overall views.

In the US, that percentage is significantly higher: Vevo says that 50% of its 10.4bn US video views in June 2013 were through its mobile, tablet and connected TV apps.

Vevo singles out Miley Cyrus’ ‘We Can’t Stop’ video as one of its biggest hits of recent months, as it reached 10.7m views in its first 24 hours, and then became the quickest Vevo video ever to reach 100m views, in 37 days.

Vevo publishes these kinds of numbers regularly as part of its courtship of brands to advertise on its service. According to the report, more than 900 of them were partners in the first half of 2013.

Bear in mind, too, that Vevo is still only available in 12 countries as a standalone service, having added the Netherlands and Poland in the first half of this year, with Germany following soon.

And next? More global expansion, and more focus on the TV side of the business, with the ‘lean-back’ Vevo TV channel already available in the US and Canada, and a partnership in place to deliver Vevo through the Apple TV set-top box.

Stuart Dredge

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