Video may have killed the radio star and MTV – one-time pioneer of music videos – might not play music any more but, online, music videos are still king (for UK viewers at least) according to ComScore’s latest data nugget.
A joint venture between Universal Music Group, Sony Music and Abu Dhabi Media Co, Vevo is one instance where the music industry saw a trend among its fans and jumped on it instead of fighting against it.
Purveyor of music videos to online viewers, Vevo is YouTube’s biggest partner channel, providing fans with the high quality content they want and detracting from copyright-infringing uploads. Videos stream at Vevo.com and on its mobile apps and the service also licenses content to MTV.com. On YouTube, Vevo gains a portion of the advertising revenue in exchange for hosting its content there.
Figures from ComScore show that YouTube had over 32m unique video viewers from the UK in November 2012, and 11.8m unique viewers visited the Vevo channel. This is almost double the Warner Music channel, which takes second place at 6.1m.