Published: Sat, May 26, 2018
Life&Culture | By Sue Mclaughlin

Vevo Shutting Down Mobile Apps and Website to Focus on YouTube

Vevo Shutting Down Mobile Apps and Website to Focus on YouTube

Music video streamer Vevo will shut down its mobile apps and consumer streaming website in the coming weeks, making YouTube even more dominant in how people watch its catalog of thousands of official music videos. Should YouTube Music fail to succeed on a massive scale, expect more "strategic shifts" at Vevo, including unexpected resignations and sudden dismissals.

"We will phase out elements of our owned and operated platforms", Vevo said in a blog post.

It'll continue its artist-development promotion programs dscvr and LIFT, which have been helpful in the past to elevate artists like Halsey to wider popularity. Both it and YouTube sell ads on those clips.

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Vevo has been pushing its own website and apps as a YouTube competitor, and engineers in the Portland office have been adding features.

For example, in January YouTube announced that it would be migrating subscribers to artists" Vevo-branded YouTube channels to its new "Official Artist Channels', although the Vevo channels would still be accessible through search. The company said that it averaged 25bn monthly views for its catalogue - so around 300bn for 2017 as a whole. Former CEO Erik Huggers, who departed in December, was credited with leading the company's efforts to at least partially un-tether itself from YouTube, in the form of homegrown mobile apps, a redesigned web portal and a proposed - but scuttled - subscription service.

Furthermore, this news should come as little surprise, following the departure of Vevo CTO Alex Nunes this spring, and significant layoffs of the company's product and engineering team, Variety points out. The company is optimistic. "Belief in the power of the music videos will always remain at Vevo's core".

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