MTV has had decades of success serving up music videos to viewers on cable television, but cable’s not for Vevo. In a discussion with NATPE president Rick Feldman at NewTeeVee Live today, Vevo CEO Rio Carareff said the company won’t be building a linear cable channel anytime soon, saying that he doesn’t see that model as “the future of television.”
Vevo is interested in creating a “linear viewing experience” for its users, however, which could allow music fans to tune in and watch a continuous playlist without having to search for those videos. And it wants to be able to serve that stream of videos to the iPhone, iPad and Android mobile phones, as well as a number of TVs and other connected devices. While the Vevo iPhone app has already been released, Caraeff said the company’s iPad and Android apps would be available by the end of the year.
“When we put Vevo together, we had a really a simple goal: ‘How do you give anyone on the planet access to as many pieces of music programming as possible?’,” Careff said. Its strategy so far is paying off: Citing comScore numbers, Caraeff said Vevo delivers about 500 million streams of music videos per month. And a number of those video are being delivered over mobile devices. After being launched in August, Caraeff said the iPhone app now streams about 500,000 to 600,00 videos per day.
Like Hulu, Vevo has multiple “customers,” Carareff said, including the fans viewing videos, the brands and advertisers that the company works with, and the content owners that license their music videos. But when it comes down to it, he said Vevo’s focus “is to do what’s best for the fans” — and it has full editorial control to do so. Now Vevo is taking that autonomy and looking to move well beyond just serving on-demand music videos online and on connected devices, and it is becoming increasingly engaged in creating and promoting live events.
Ultimately, Vevo’s end goal is to “restore music to its premium luster online,” Caraeff said. “Music has not been treated as a premium opportunity online, but we think we’re generating more revenue around music videos than has ever been generated before… We believe music videos online shouldn’t be treated any differently than a season premiere of Grey’s Anatomy.”