Vevo reaches 100m monthly streams in Australia

Music video platform Vevo has reached a local milestone, having delivered 101.3 million monthly streams for the first time last month.

According to Chris Derrick, Digital Director at Authentic Entertainment,which represents Vevo exclusively in Australia and New Zealand, the growth has been driven largely by mobile.

Derreck told TMN the milestone is especially exciting because traditionally January is a quieter month for streams with people being on holiday and away from the desktop.However research showsmobile usage is now growing 81% year-on-year.

"The growth in mobile has changed this trend with people now accessing music videos as frequently on their phones as they do on desktop," Derrick told TMN."We continue to focus our content and social strategies on mobile to harness and amplify the growth on this platform."

The stats are up 67%from the same time last year; theyshowed 8.25 million streams were for music content with videos from Rihanna, Kanye West & Paul McCartney, Taylor Swift, Ariana Grande and Nicki Minaj clocking up the most views in January. 46% of views were on mobile, 50% on desktop and 4% on connected TVs.

The local milestone follows the brand’s global landmark last week where it hit 10 billion monthly views in January, and the launch of Vevo's first ever radio format. Planet Vevo and The Drop are broadcast nationally each week across Today's Hit Network in Australia.

Last month 23 music videos were dubbed VevoCertified(each surpassing over 100m views each). Taylor Swift’s Blank Space has held the Most Viewed top spot for 12 consecutive weeks, amassing more than 440 million views.

Jonathan Hopkins, Strategy & Marketing Director at Authentic Entertainment, said in a statement: "These milestone figures demonstrate the impact the platform has had on the Australian music landscape.

“Viewers keep coming back to Vevo thanks to its premium viewing experience and the multiple access points to the platform, with mobile performing particularly well. Advertisers value the vast scale, broad audience segments and content opportunities available to them. It's going to be an even bigger year for Vevo and we're buoyant about what lies ahead."

Vevo made headlines last year when re/code reported the company was operating at a loss due to itsrevenue being split between the major labels. Authentic told TMN that while it cannot comment on Vevo's finances from a global level,from a user and content perspective, Vevo is performing very well in Australia and has continued to attract attention from media agencies, buyers and planners.