The music video hosting service Vevo says it will “phase out’ its owned and operated platforms, including its consumer-facing website and mobile
apps, and will instead focus on platforms such as YouTube, the company said Thursday.
In a statement, the company added that it is also looking to bring its videos to other platforms
beyond YouTube.
“Going forward, Vevo will remain focused on engaging the biggest audiences and pursuing growth opportunities,” the statement said. “Our
catalog of premium music videos and original content will continue to reach a growing audience on YouTube and we are exploring ways to work with additional platforms to further expand access to
Vevo’s content.”
Vevo will continue to sell advertisements on its videos in-house, including sponsors for new video premieres. The service also says it will continue
to develop original content and formats, with an emphasis on new and emerging talent.
Vevo was founded by the major record labels Universal Music Group, Sony Music Entertainment
and Warner Music Group, as well as Google (which owns YouTube), to create a streaming music video service. Vevo ultimately found success on YouTube, where its channels are now among the
most-subscribed to and most-watched.
The announcement comes as YouTube launches its new streaming music service called YouTube Music. The service, which will be available in a
paid ad-free version and an ad-supported free version, will also feature music videos provided by Vevo.