Since its inception in 2009, Vevo has established itself as the largest music network globally, boasting over 50 thousand hosted music videos on its platform with ambitions for further expansion. Through strategic partnerships with major record labels and key players in the audiovisual industry, Vevo has secured exclusive alliances that have bolstered its position in the market.
Among its longstanding partnerships, Vevo’s collaboration with YouTube (owned by Google) stands out as particularly impactful. This syndication agreement has enabled Vevo to penetrate markets where its service faces licensing constraints, making it one of the most successful ventures in terms of market outreach and revenue sharing.
Alexander Kisch, EVP of Business Development/Affairs & General Counsel at Vevo, highlighted the company’s global presence during a recent conference organized by Next TV. «We are virtually omnipresent,» he stated. «On YouTube alone, we garner approximately 25 billion views per month across more than 200 countries through our label. Additionally, we are accessible on over 35 platforms, including our FAST channels and live content.»
Kisch emphasized Vevo’s adaptability in various markets, particularly in Europe, where the company has significantly expanded its footprint. Notably, Vevo has tailored its offerings to specific regions, such as the Pop channel available in the United States, United Kingdom, Germany, France, and Spain through FAST services. «These channels feature localized advertising and benefit from a dedicated programming team, ensuring highly curated content,» Kisch explained.
An emerging trend highlighted by Kisch is the surging presence of connected TV platforms, which are experiencing rapid growth and attracting substantial advertising investments. «The industry is recognizing the vast opportunities in connected TV,» he remarked.
Contrasting the American market, Kisch noted that the European market evolves at a more measured pace, allowing for the coexistence of multiple players with diverse business models. «Vevo’s ability to thrive alongside other platforms in a burgeoning consumer market underscores the unique dynamics of the European landscape,» he observed, citing factors such as linguistic diversity, the presence of public entities, and governmental support.
To bolster its presence across platforms, Vevo has forged strategic alliances to expand its FAST channels and dedicated application, which seamlessly integrates with Smart TVs and devices like Roku.
