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Why Vevo Might Not Fail: People Watch a Ton of Music Videos

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The Top 10 Viral Videos of 2009
Source: Visible Measures

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 (s GOOG) 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

5 Responses to “Why Vevo Might Not Fail: People Watch a Ton of Music Videos”

  1. I cant believe this crap. I cant watch some video’s now because they are not available in my country.
    Vevo is a step back in time. I really cant believe this nonsense.