From the ownership to the user experience to the embarrassing way the site fell flat on its face at launch, there are plenty of reasons to believe Vevo might not end up being the revolutionary force that Bono thinks it will be. But if there’s one reason to have faith in the upstart music video site, it’s this: People love to watch music videos online.
In fact, according to new research from video measurement firm Visible Measures, music videos from artists like Beyonce, Lady Gaga, and Michael Jackson accounted for eight of the top 10 viral videos this year.
Visible Measures tracks distribution of videos not just on YouTube and other video-sharing sites, but across the wider Internet. As a result, the videos on the list are measured by true reach — that is, how many times they’ve been viewed on video sites and through embedded players.
The Twilight Saga: New Moon trailer dominated all viral videos distributed in 2009, with nearly 600 million views in just five months. But the remaining nine videos in the top 10 list are a mix of eight music videos and one musical performance that took place on the UK television show Britain’s Got Talent.
Beyonce’s Single Ladies tops the list of popular music videos, with more than 333 million views, followed by Lady Gaga’s Poker Face (318 million views) and Soulja Boy’s Crank Dat (313 million views). The video of Susan Boyle’s unexpected rendition of I Dreamed a Dream from Les Miserables racked up about 313 million views as well. The remaining five in the Top 10 are a mix of music videos from Michael Jackson (with two), Miley Cyrus, Mariah Carey and Lady Gaga.
Of course, despite the preponderance of music videos in the viral Top 10 list, there’s reason to believe that Vevo might be doing itself a disservice by creating a new destination site and separating professionally created videos and user-created mashups that drive interest in the original. Beyonce’s Single Ladies, for instance, benefited from a huge number of users that decided to copy the songstress’ dance in the video.
|Rank||Title||Label/Studio||Type||2009 True Reach||Total Placements||Months Available|
|1.||Twilight Saga: New Moon||Summit Entertainment||Film||592,049,402||21,255||5|
|2.||Beyonce: Single Ladies||Sony Music Entertainment; Columbia||Music Video||333,233,982||1,932||13|
|3.||Lady Gaga: Poker Face||Universal||Music Video||317,708,763||518||12|
|4.||Soulja Boy: Crank Dat||Universal||Music Video||313,861,193||2,253||27|
|5.||Susan Boyle: Britain’s Got Talent||Freemantle; iTV||TV||313,177,779||1,390||7|
|6.||Michael Jackson: Thriller||Epic Records||Music Video||257,016,016||930||3|
|7.||Miley Cyrus: The Climb||Hollywood Records||Music Video||211,165,578||2,166||9|
|8.||Michael Jackson: Beat It||Epic Records||Music Video||190,583,064||981||29|
|9.||Mariah Carey: Touch My Body||Universal||Music Video||173,736,822||1,467||20|
|10.||Lady Gaga: Just Dance||Universal||Music Video||170,636,272||531||18|