Vevo Enhances Its TV Viewing Experience, Revamps Vevo TV App
- Jan 13, 2022
- 2 min read
Updated: Feb 2, 2022
The Vevo TV app is available on Fire TV, with plans to roll it out across additional connected TV platforms
NEW YORK, NY (January 13, 2022) - Vevo, the world’s leading music video network, today announced the release of its updated Vevo TV app, which is now available on Amazon Fire TV and is being rolled out across additional connected TV platforms later this month. This marks the continued evolution of Vevo into a premium video network at the intersection of digital and television.
The latest Vevo TV app user interface now reflects an experience more consistent with the user experience viewers are familiar with on live TV. Videos auto-play upon entering the app, and the more viewers visit, the more personalized the auto-play content recommendations become over time.
“The evolved Vevo TV app user experience is a result of years of learning how household viewership behaviors are changing as TV and digital video converge. The connected television (CTV) space continues to be the largest viewership growth area for music video, and here at Vevo, we are building products that cater to the way our fans want to watch,” said Kevin McGurn, president of sales and distribution, Vevo. “The demand for Vevo channels across platforms has made it imperative we embrace an agile approach to content delivery. This will ensure Vevo viewers can consume our content with the very best experience. Coupling the lean back programming of Vevo’s linear channels with the search and discovery of Vevo's video on-demand in our enhanced CTV app is poised to be a winning combination.”
Vevo has partnered with vMVPDs (virtual multichannel video programming distributors) such as Comcast’s Xfinity X1 and Xfinity Flex, Roku, and Amazon Fire TV, to name just a few. As a result, the company has a trove of premium CTV impressions spanning its TV app and FAST (free ad-supported TV) environments across vMVPDs. This CTV presence and extensive distribution also pairs well with Vevo’s well established online, mobile and social properties for a robust multi-platform presence which platforms and brands alike can benefit from.
“Our team has honed a business model where consumer experience and revenue optimization are perfectly aligned,” said Natalie Gabathuler-Scully, senior vice president, revenue and distribution operations, Vevo. “This is another step in establishing Vevo as a key player to meet the demand of media buyers looking for brand safe impressions and high view-through rates that yield a substantial return on investment.”
With the proliferation of viewers seeking free ad-supported live and on-demand television, vMVPDs have experienced substantial price increases in CPMs. That’s why it comes as no surprise that Vevo’s CTV advertising revenue currently represents 50% of Vevo’s upfront revenue, an increase from just 4% at the beginning of 2020.
The Vevo TV app features 15-second and 30-second non-skippable ad units in a premium environment. However, Vevo’s ad load is low -- with no more than one ad airing every 3-4 videos -- to ensure an optimal viewer experience. This results in popular, yet scarce inventory.
Vevo’s advertising solutions can be bought directly. For more information, please visit: https://hq.vevo.com/advertising.
The point about household viewing habits shifting is really what stands out here. Watching the Vevo TV app land on Fire TV before rolling out to other connected platforms shows how much music discovery now happens on the big screen. Game communities work the same way, honestly; my nephew hunts for working Blox Fruits Codes on a tablet while the console keeps running. Personalised auto-play recommendations genuinely do reward repeat visits over time.
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