Vevo is well known for being a platform that users can go to watch the latest music videos, but many viewers simply use the company's YouTube channel, leading Vevo's iOS, Android, Apple TV, and other apps to struggle with growth. After the discontinuation of its apps and website, Vevo's YouTube channel will become the primary source of its music video distribution.
Major-label owned Vevo is giving up on plans to build its own music video platform outside of YouTube’s control: Vevo is shutting down its mobile apps and consumer-facing website, the company announced Thursday morning.To ensure a smooth transition, Vevo will provide a playlist tool to its mobile app users so they can import their Vevo playlists over to YouTube. In the iOS app [Direct Link] for iPhone and iPad, Vevo offers its users personalized recommendations, user profiles to follow, specific notifications about new videos and live performances, and more -- all of which will now go away.
“We will phase out elements of our owned and operated platforms,” the company said in a blog post Thursday. “Going forward, Vevo will remain focused on engaging the biggest audiences and pursuing growth opportunities.”
The announcement comes a few weeks after it was revealed that YouTube and Vevo have a new deal that lets YouTube sell the music video platform's clips directly to advertisers, in an effort to boost ad sales. The sunsetting of Vevo apps also follows months of shakeups at the company, with former CEO Erik Huggers leaving in December, head of product Mark Hall leaving in January, chief technology officer Alex Nunes departing in the spring, and "significant" layoffs to Vevo's product and engineering teams at the same time.
Apple has also been increasing its focus on music videos within its Music app, launching a dedicated "Music Videos" section inside of Apple Music this spring. In the new area, subscribers can find new weekly playlists for various genres, browse through the latest videos, watch exclusive content, and more.