Vevo is marking its 10th anniversary.
The platform has seen more than 300% growth in daily views over the past five years. Current daily viewing patterns average over 800 million, with weekend days approaching 1 billion global views.
The video platform connects artists and rightsholders with audiences through its distribution partners, which include YouTube, Amazon, Apple, Roku, Sky, Virgin Media and Vewd. Vevo also works with advertisers and agencies to help brands reach music-loving audiences at scale.
However, it has scaled back its own ambitions as an online destination in favour of building partnerships.
Since its 2009 inception by UMG and Sony Music with Google, Vevo has added more than 400,000 official music videos, as well as original series and performance content. Through artist development programmes such as Lift and Dscvr, Vevo has introduced acts including Billie Eilish, Khalid, Alessia Cara, Halsey, Lewis Capaldi and CNCO.
“Over the last 10 years we have seen incredible growth in consumption of music videos across the globe,” said Alan Price, Vevo CEO. “Visually representing artists’ creativity, music videos are now an essential part of pop culture, and Vevo has played a pivotal role in delivering them to a global audience. The last decade has seen monumental changes in the music, technology and advertising ecosystems. This milestone acknowledges Vevo’s own evolution and recognizes the value we’ve created for artists and all of our partners. We look forward to the next 10 years and beyond, continuing on our mission of maximising the commercial and promotional value of music video.”
In the coming weeks, the company will announce its most-watched videos of the past 10 years, in addition to celebrating with an event in New York City.