Vevo has now confirmed it's effectively ending its standalone platform presence online with its collection of music videos to continue to remain available via YouTube. While the announcement did not specifically reference it, it is understood this means the website, as well as the company’s Android app, will be coming to a close soon enough. No actual time-frame was provided with the announcement simply stating it will “phase out elements of our owned and operated platforms.”
Although this is largely understood to be the result of more of its videos now being consumed on YouTube than through its own solutions, the blog post suggests Vevo does not plan to solely rely on YouTube as a means to provide and promote its videos, with the announcement explaining how Vevo is “exploring ways to work with additional platforms” in the future. No further specifics on this were provided. Vevo also confirmed it will continue to “invest in original content” which will become available via “new formats” soon. Vevo also took the opportunity to reassure those affected by this that it remains the “the primary seller” of advertising on its distribution platforms.
This marks a fairly significant end to a chapter for Vevo as the service was formed as a result of a partnership between music industry giants, including Sony and Universal. Likewise, its own distribution platforms were in many ways designed to directly take on YouTube by offering users a video-hosting option dedicated to music videos and the industry. As Vevo puts it, “fostering deep connections between artists and fans,” and presumably with the added benefit of being able to more greatly control the revenues generated from videos hosted on its own platforms. However, over the years YouTube has continued to expand its dominance in the market and most, if not all, of the videos available through Vevo’s own options are also available through YouTube. Essentially, resulting in its own options becoming more redundant over time and to the point where Vevo stated today that for it “to be most effective” in its goals, it has made this decision to close down its owned and operated platforms. While not directly referenced, the timing of this announcement is also interesting due to YouTube’s own recent announcement of YouTube Music - a new home for music-related videos and content.