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The Rise and Fall of Vevo: What Led to the Music Video Network’s Shutdown?

Vevo Shuts Down: What Happened and What’s Next for the Music Video Network? Music videos have been a staple of the music industry for decades, providing a visual element that adds to the experience of enjoying a song.

One of the most popular platforms for watching music videos has been Vevo, a joint venture between some of the leading music labels – Universal Music Group, Sony Music Entertainment, and EMI. Vevo has been a popular video network for music videos and other types of content distribution for many years, but its recent shutdown has left many wondering what happened and what’s next for the platform.

Vevo’s Role in Content Distribution and Hardware Devices

Vevo was launched in 2009 as a video network designed to distribute music videos to online platforms. The primary goal was to provide an alternative to YouTube, which had become the primary platform for watching videos online.

Vevo’s focus on music videos made it a popular destination for music fans, who could not only watch videos but also access ancillary content like interviews, behind-the-scenes footage, and live concerts. Vevo’s partnership with leading music labels – Universal Music Group, Sony Music Entertainment, and EMI – gave the platform access to a vast library of music videos, making it a one-stop-shop for music fans.

Vevo’s success in the online video market made it possible to expand beyond online platforms and offer its service on hardware devices like Apple TV, Amazon’s Fire TV, and Roku, bringing music videos to the big screen. Vevo’s Shutdown and Financial Competition

Despite Vevo’s success in the online video market, the company struggled to compete financially with other streaming services like Spotify.

In addition to financial competition from other platforms, Vevo was also facing increasing competition from YouTube, which remained the primary destination for music videos online. In May 2018, Vevo announced that it would be shutting down its website and mobile apps to focus exclusively on its presence on YouTube.

While many fans were disappointed by the news, Vevo explained that its decision was based on the desire to prioritize its resources on its primary source of revenue. The joint ownership structure of Vevo also made it difficult to make significant changes to its business model, leading to its decision to shut down its website and apps.

Vevo’s Role in Leading Music Labels and Artist Development Programs

Vevo’s role in the music industry was not limited to just content distribution. The platform also provided support for emerging artists through its LIFT and DSCVR artist development programs.

These programs gave artists exposure through exclusive video sessions, interviews, and live performances, helping to build a fan base and launch their careers. Vevo’s partnership with Universal Music Group, Sony Music Entertainment, and EMI gave it unique access to the industry’s leading artists, making it a trusted source for music fans.

The platform also provided ancillary content beyond music videos, allowing fans to connect with their favorite artists in new ways.

Vevo Videos on YouTube and Hardware Devices

Vevo’s decision to focus exclusively on its presence on YouTube means that fans can still access its vast library of music videos online. The move also means that Vevo will continue to be a popular destination for music fans on the world’s most prominent video platform.

While the shutdown of its website and apps may have disappointed some fans, the majority of the platform’s content is accessible on YouTube. In addition to YouTube, fans can still access Vevo’s videos on hardware devices like Apple TV, Amazon’s Fire TV, and Roku.

The platform’s partnership with leading music labels means that its library of content is still one of the most extensive in the industry, providing access to music videos and ancillary content like interviews and live performances.


Vevo has had an undeniable impact on the music industry, providing an alternative platform for music videos and ancillary content like interviews, behind-the-scenes footage, and live concerts. Its decision to focus exclusively on its presence on YouTube may have disappointed some fans, but the platform’s partnership with leading music labels means that its vast library of content is still accessible to music fans worldwide.

The future of Vevo may be uncertain, but its legacy as a leading video network for music videos and content distribution remains intact. Vevo Network’s View Count and Shutdown of Apps and Website

Vevo’s success as a music video network can be measured by the vast number of views its videos receive.

As of 2021, Vevo’s YouTube channel has over 40 million subscribers and more than 150 billion views, making it the most-watched music video network on the platform. However, in 2018 Vevo faced significant challenges that led to its decision to shut down its apps and website.

One of these challenges was the decline in viewership on the Vevo platform itself.

According to reports, Vevo’s apps and website received a fraction of the viewership compared to its content on YouTube.

As a result, the company decided to focus on its partnership with YouTube, which was responsible for the vast majority of its views. By shuttering its apps and website, Vevo was able to shift resources to its YouTube presence and streamline its operations.

Vevo’s Launch and Monetization Challenges

Vevo’s launch in 2009 was driven by the desire of leading music labels – Universal Music Group, Sony Music Entertainment, and EMI – to monetize music videos. At the time, illegal file-sharing platforms were causing significant revenue losses for the music industry.

Music labels saw Vevo as a way to monetize their content legally and tap into the growing online video market.

However, monetizing music videos presented challenges for Vevo, particularly on YouTube.

The platform’s ad-based revenue model meant that Vevo had to compete for ad space and struggle to ensure that its videos were monetized effectively. To address these challenges, Vevo partnered with Google to leverage its ad technology and improve its monetization efforts.

In addition to this, the company agreed to license its content to CBS Interactive Music Group in 2010, helping it to expand its reach further. Vevo’s Expansion and Revenue Generation in Specific Countries

Over the years, Vevo has expanded its presence into several countries worldwide, launching country-specific versions of its platform and partnering with local media outlets.

In 2012, Vevo signed a partnership agreement with, which made Vevo the sole provider of music videos for the website’s US audience.

Vevo’s expansion into new markets also presented opportunities for revenue generation.

The company’s agreement with helped it to generate additional revenue, and by 2013, Vevo had generated over $200 million in revenue. However, Vevo’s expansion was not always smooth.

In 2011, the company found itself embroiled in a controversy after reports emerged that the platform had been manipulating view counts on its videos. The controversy, which was first reported by TechCrunch, raised questions about Vevo’s transparency and credibility.

In 2013, Vevo expanded further, launching in Australia and New Zealand. However, the rollout was not without challenges.

Vevo faced criticism after it required users to log in using their Facebook accounts, prompting concerns about data privacy. Despite the controversy, Vevo’s expansion into new markets continued, with the company exploring the potential for investments from Facebook and Google.

Vevo’s Global Expansion and Syndication Deals

Vevo’s expansion continued into 2014 and 2015, with the company releasing new apps for iOS and Android devices and expanding globally. Vevo’s partnership with ABC Radio 1 in the UK helped it to gain exposure to new audiences, while the acquisition of video-sharing app Showyou gave the platform the ability to recommend videos to users based on their viewing habits.

In 2013, Vevo also introduced Vevo TV, a TV-like channel that streams music videos continuously, 24/7. The channel was designed to provide a lean-back experience for users and help Vevo compete with traditional TV programming.

The platform continued to expand its reach by entering into new markets, including the Netherlands and Poland, and striking a content syndication deal with Yahoo.

In 2019, Vevo announced plans to release new apps for Apple TV and Samsung TV, giving users access to its vast library of music videos on their television screens.

The company also secured additional investment funding from Google, enabling it to continue its expansion and investment in new technology.

In conclusion, Vevo’s journey as a music video network has been marked by its partnerships with leading music labels, monetization challenges, and global expansion.

The company’s decision to shutter its apps and website and focus on its YouTube presence represents a significant shift in strategy for the platform. However, Vevo’s status as one of the most-watched music video networks on YouTube and its willingness to adapt to changing market conditions indicate that it will continue to be a major player in the industry for years to come.

Vevo’s Expansion and Challenges

Vevo continued to expand its services with the launch of its platform in Mexico in 2016, giving it access to a new market and new opportunities for revenue generation. However, the company faced challenges in retaining its top executives, with multiple high-profile departures and CEO turnover.

The changes in leadership and strategy led the company to focus on original programming and partnerships with other media outlets, such as its distribution agreement with BBC Radio 1s Live Lounge. In 2013, Vevo made its first acquisition of video-sharing app Showyou, improving its ability to recommend and personalize videos for users.

The company also explored the possibility of launching a subscription service but ultimately decided against it. However, Vevo faced a data breach in 2017 by the hacking group OurMine, leading to security concerns for its users.

Vevo’s Challenges and Strategic Shifts

Vevo faced significant challenges in recent years as it struggled to find a sustainable revenue model. Changes in YouTube’s video distribution strategy and a reliance on Google’s sales team for ad revenue generated some concerns.

The company struggled to monetize its content effectively, leading to the decision to shut down its website and apps and focus exclusively on YouTube. As part of its shift in strategy, Vevo began to focus more on content quality and expanding its reach through integrations with hardware providers and platforms.

This led to partnerships with major TV platforms like Samsung TV, Roku, and Apple TV. Vevo’s Revenue Model

Vevo generates revenue primarily through advertising slots, including pre-roll, mid-roll, and post-roll ads.

The company also utilizes programmatic media buying to target specific audiences. Vevo shares its ad revenue with music labels and YouTube, with a percentage of the revenue going to content creators.

This revenue distribution model has been a source of controversy, with some creators and labels arguing that they deserve more significant shares of the revenue. Vevo’s Ownership and Investment Valuations

Vevo’s ownership is primarily held by Universal Music Group and Sony Music Entertainment.

In 2020, Abu Dhabi Media Company acquired a 10% stake in the company. Vevo’s parent company, Alphabet, has invested in the platform since its inception.

The company has been valued at various rates over the years, with estimates ranging from $650 million to $1 billion. In

Conclusion, Vevo has experienced many challenges and changes over the years, as it navigated through its journey as one of the top music video networks.

Its high-profile partnerships, original programming, and focus on content quality have enabled its continued expansion into new markets across the globe. As Vevo continues to refine its strategy and revenue model, it will be interesting to see how the music industry will continue to evolve, and whereVevo fits into that equation.

Vevo’s journey as a music video network has been marked by its partnerships with leading music labels, challenges in monetization, global expansion, and strategic shifts in response to market dynamics. Despite facing financial competition, executive turnover, and security breaches, Vevo has managed to maintain its status as a prominent player in the industry.

The company’s focus on content quality, partnerships with major platforms, and its dominant presence on YouTube have allowed it to continue delivering music videos to millions of fans worldwide. As the music industry continues to evolve, Vevo’s ability to adapt and navigate these changes will be crucial to its ongoing success.

The story of Vevo serves as a reminder of the importance of innovation, strategic partnerships, and a commitment to content excellence in an ever-changing digital landscape.

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