Vevo nearing 100M active monthly users in US market

A new report released by comScore indicates that US-based video hosting service Vevo was used by 97 million Americans in the month of October last year, with YouTube playing a key part in the platform’s success.

The Video Metrix report also revealed that 43% of all YouTube viewers in the US and UK markets watched a Vevo video within the Google platform during the same period.

The current statistics include YouTube mobile viewership with previous third-party numbers only accounting for desktop viewing, uncovering new information about viewer behaviour and consumption patterns. 58% of Vevo’s audience accessed the video service via smartphones and tablets.

Based on the US population, this data implies that one in four Americans watch Vevo videos each month, according to MusicBusinessWorldwide.

Vevo estimates their global active user base at 400 million. Presuming the figure is correct, the service boasts approximately four times as many users as Spotify.

The service is owned by various shareholders including Universal Music Group, who have a 49% share, Abu Dhabi Media, Alphabet/Google and Sony Music.

VP of Research at Vevo, Andrea Zapata, asserts the importance and influence that smartphones and tablets are having on user behaviour and consumption for digital platforms, including Vevo.

“Very quickly our industry will have to reconsider the notion that mobile devices are a ‘second screen,’” she said. “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.

“None of this should come as a surprise for two reasons: First, Vevo viewers spent 40% more time on their phones and tablets than they did in 2015. Second, thanks to groundbreaking research conducted with Nielsen in 2016, it’s been confirmed that Vevo reaches up to 25 million viewers in a single day, which is comparable to a top 5 television network.”