Vevo’s viewership up by a third
Vevo’s annual viewership report for 2013 has revealed an increase of 33% from 2012, with users watching 55 billion music videos globally.
According to Vevo’s SVP of international Nic Jones, the increase from 41 billion in 2012 is partly due to a move away from desktop viewing. Non-PC views were up 66% from 2012 with 17 billion streams from devices like smartphones, smart TVs and tablets adding to the annual traffic.
“The real story we see is the massive growth in mobile during last year,” Jones told Music Ally, “and really towards the end of the year, what we call our ‘living room strategy’ through devices like Apple TV and Samsung smart TVs.
“From the growth in usage on those platforms and the amount of time people are spending on them – and from a purely personal point of view, from experiencing it myself – we’re realising what a fabulous environment a big screen like that is for watching Vevo.”
The music video service averaged 5.5 billion monthly views and around 165 million daily views between July and December last year, attracting 243 million unique viewers worldwide in that time.
Nic Jones also told Music Ally Vevo may look into presenter-led content for its original series shows like Strange Island (a scripted comedy series with Yo Gabba Gabba co-creator Scott Schultz) and Hear Me Out (a dating show based on musical taste).
“[…] you’ll see us do more around that area moving forward. But not the slick presenter-led experience that people might remember from other platforms 10 or 20 years ago,” he said. ”I’m talking about being much more edgy and much more vibrant, and the different ways we can use presenters to make a very different feeling and environment on Vevo moving forward.”
The top five most shared music videos worldwide were:
- Pink ft. Nate Ruess, Just Give Me A Reason
- Prince Royce, Darte Un Beso
- Romeo Santos, Propuesta Indecente
- Avicii, Wake Me Up
- Robin Thicke ft, T.I, Pharrell, Blurred Lines
Although she didn’t get a mention in the Top Five, Miley Cyrus set two records last September when her much-parodied clip for Wrecking Ball attracted 19.3 million views in one day, pushing it to becoming the first clip to reach Vevo’s ‘Certified’ status – 100 million – in six days.
Vevo launched in Australia and New Zealand in April 2012 in a partnership with MCM Media. Vevo is also available in the US, Canada and the UK.
Download the full report here.