NewFronts 2013: Vevo
Programming
Lyric Lines: Starring Tommy Woolridge, a shy, awkward 22 year old who tries to pick up women using song lyrics from the likes of Justin Bieber and Ed Sheeran. A new season is launching this week, sponsored by Coca-Cola.
The Comment Show: Hosted by comedian David So, this recently launched show places a spotlight on (and makes fun of) the comments fans (and haters) make under music videos on YouTube.
VEVO TV: A 24/7 “linear” music channel that curates music videos into short, themed blocks based on different genres. The channel is available on VEVO.com as well as VEVO’s apps for smartphones, tablets, Xbox, and Roku devices. It also features original programming from VEVO as well as live concert events. Launched in March, Adidas Originals, McDonald’s, Red Bull, and State Farm signed on as launch sponsors.
VEVO also showcased some of its other existing video/programming franchises, including VEVO Go Shows (musicians perform at a location that is personally relevant/significant), VEVO Certified (interviewing and spotlighting artists who have topped 100 million views on VEVO), and Ask: Reply (musicians answering fan questions).
Weekly Programming Strategy:
- Monday through Wednesday: VEVO premieres episodes of series and specials, including specials/programs that may not have a new episode every week (such as Music Is My Sport).
- Thursday: New episodes of Lyric Lines and The Comment Show.
- Friday: Hot This Week, a recap of music news and content from that week. The show “tees up” audiences for the weekend, which Scott Reich, VP/Programming and Original Content at VEVO, said is the “peak viewing period” on VEVO.
- Overall: VEVO debuts, on average, about 40 new music videos.
Stats (March 2013)
- More than 50 million US viewers each month, 60% of which are under the age of 34
- Half of video views on VEVO in the US are now happening on smartphones
- Mobile app viewers average 50 minutes per month
- VEVO reaches a quarter of all US women watching videos online today
- Almost 4 million Facebook fans
