Vevo launches on PlayStation in Australia today

Vevo is the latest streaming service to launch on PlayStation in Australia.

Following Spotify’s launch on PlayStation on March 30 –as part of its partnership with PlayStation Music to take over from Music Unlimited in 41 countries –Vevo on PlayStation offers music videos, original shows and exclusive content.

The music video and entertainment platform’s app also launched on Sony’s PlayStation in the UK, France, Germany, Ireland, Italy, The Netherlands, New Zealand, Poland and Spain forPS4 and PS3 owners.

Vevo has said the app has been "built from the ground up” and offer users the ability to create and edit playlists and sync them with Vevo’s apps in other platforms and devices like phones and tablets.

Jonathan Hopkins, Strategy & Marketing Director at Authentic Entertainment, which represents Vevo exclusively in Australia and New Zealand, told TMN Vevo witnessed1.3M streams via gaming consoles last month.

"We expect this to increase significantly with the launch announced today," Hopkins said."The behaviour is similar to that of connected TVs (where we had 4.5M streams last month), where people select playlists or specific music genres on Vevo TV and let them play for long periods. We have seen users spend around three hours at a time doing this, which is distinct from the desktop behaviour of watching two or three videos at a time."

Hopkins told TMN consumers' increased use of gaming consoles as means to interact with and stream music is mirroed byVevo’s distribution strategy.

"PlayStation 4 is now the fastest selling console in Australian history and we think that this new partnership will see Vevo being enjoyed by even more music lovers on big screens across the country," said Hopkins.

The new partnership gives usersaccess to all of Vevo's original programming includingVevo DSCVR (a weekly spotlight on new talent), ASK:REPLY (a Q&A session between artists and fans) and Vevo LIFT (an intimate look into an emerging artist’s influences, background and performances).