Being the largest music network in the world, since its creation in 2009, Vevo platform has more than 50 thousand music videos hosted, and is going for more, as it continues to undertake partnerships with the main record labels, as well as major players in the audiovisual industry, who have signed exclusive alliances with the service.
One of its longest-standing partners, YouTube (Google), has allowed it to reach markets where the service is not available, due to licensing problems, which makes this syndication agreement one of the most successful, which also makes that advertising revenue be shared with Google.
‘We are in almost every place in the world. On YouTube alone we have about 25 billion videos every month in more than 200 countries through our label. As we are also available on more than 35 platforms, with our FAST channels and live content,’ said Alexander Kisch, EVP Business Development/Affairs & General Counsel at Vevo.
The executive, who participated in a recent conference organized by Next TV, also explained that they have been very flexible in their business models, and that has made them create very specific products for each market, especially the European market, where they have had a greater presence.
One of its dedicated products is Pop channel based in the United States, United Kingdom, Germany, France and Spain, which is available through FAST services in those regions. ‘These channels are advertising-based and have a very specialized local programming team behind them, so it is extremely curative,’ he explained.
One of the key points that the executive mentioned was the enormous trend of presence in the connected TV segment, a segment that has been growing in terms of players. ‘The industry is realizing the enormous opportunities in connected TV. Even advertising expenses are being directed there.
Regarding the American market, Kisch assured that the European market is less fast, and therefore more players can coexist at the same time, and with mixed business models. ‘It’s interesting how a platform like Vevo can live with others in a growing consumer market. I think this is due to how the European market is perceived, its different languages, the presence of public players and government support.’
The service has made great alliances to expand its FAST channels, but also to expand its dedicated application, which is available naturally on Smart TVs, as well as devices like Roku.
