New research from comScore has pegged the size of Vevo’s monthly audience in the US at around 97 million people. That’s according to its monthly Video Metrix ratings, which now include YouTube mobile viewing.

MBW reported that the stats – from October 2016 – show 43% of all YouTube’s American viewers watched at least one Vevo video that month.

That’s an important figure for the music industry in the context of the ‘value gap’ debate, as it helps gauge the size of the music-viewing audience on YouTube. Vevo, though, is highlighting the positive aspects of its mobile music-video viewership.

“Very quickly our industry will have to reconsider the notion that mobile devices are a ‘second screen’,” said its VP of research Andrea Zapata in a statement.

“58% of Vevo viewers measured by comScore are exclusively reached by phones and tablets – these devices are the first and only screens used for a majority of our audience.”

Vevo also claims to reach up to 25 million viewers a day in the US: “comparable to a top five television network” according to Zapata.

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