Apple launches MTV inspired music video channel backed by Vevo

Australians have a new free music video experience on Apple TV following a new partnership between music video platform Vevo and Dutch music video platform XITE.

The app will bring an extensive catalogue of music videos with an interactive user experience promising personalised features, according to the announcement.

Users can watch music videos and access a number of genre, mood and artist-based channels.

The new app is free and ad-supported.

Vevo has over 450,000 music videos in its catalogue and reaches 26 billion monthly views globally, according to the company.

Over the past year, it has been working with XITE to monetise its native music video connected TV apps through an ad sales partnership in the US and Europe.

Aside from Australia, their partnership on the new app also extends to the US, New Zealand, Canada, UK, France, Italy, Germany, Spain, Mexico and Brazil.

“Globally we are seeing tremendous growth in the living room,” Vevo’s president of sales and distribution Kevin McGurn said.

“As of this month, Vevo has seen a 50% YOY growth in CTV viewing in the US and 26% globally.

“We have already seen success working with the XITE team as their ad sales partner over the past year and this is a great next phase for us both.

“Joining forces with XITE will mean a total refresh for our Apple TV customers, with an interactive UX and new personalization features but with the same music videos they love.

“We are pleased to be partnering with them as we continue to bring our content to a growing global audience and celebrate the music video.”

XITE reaches 100 million households across Europe and North America through linear networks and interactive TV apps.

In a similar move, Apple Music has this week launched a music video station called Apple Music TV. It is initially only for US subscribers via the Apple Music and Apple TV app.

The free 24-hour curated livestream covers exclusive new music videos and premieres, curated music video series, and live shows and events as well as chart countdowns and guests.

Later this week it celebrates the upcoming release of Bruce Springsteen’s Letter to You album with his best videos, an interview with Apple Music 1’s Zane Lowe and a livestream fan event.