Vevo Is Killing Off Its Mobile Apps, Website to Refocus on YouTube

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Co-owned by a coalition of major record labels and tech companies, Vevo said it will continue to sell all Vevo-specific advertising across the distribution platforms it works with.

Vevo, a popular destination for watching music videos, is planning to shut down its consumer facing website and its mobile apps for iOS, Android, and Windows, reports Variety. For now, VEVO's content will remain on YOUTUBE, which is where most users were viewing it, anyway. The effort, which finds Vevo, "focused on engaging the biggest audiences and pursuing growth opportunities", also involves trimming away some of the elements it deems unnecessary to that strategy.

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"At Vevo, our objective is to grow the commercial and promotional value of music videos, fostering deep connections between artists and fans". For now, however, Vevo will continue to focus on advertising and original content, as it leans even more heavily on Google's video service.

For example, in January YouTube announced that it would be migrating subscribers to artists" Vevo-branded YouTube channels to its new "Official Artist Channels', although the Vevo channels would still be accessible through search. Previously, Vevo's sales force had the first choice on selling their music clips to advertisers.

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Vevo said it plans to continue to invest in original content and "new formats" they plan to roll out shortly. The company said that it averaged 25bn monthly views for its catalogue - so around 300bn for 2017 as a whole.

However, Huggers left the company in December, signaling a change in direction.

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Former Intel executive Erik Huggers, who had been Vevo's chief executive for almost three years, left the company last month, according to his LinkedIn profile. The company is optimistic.

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