Music video platform Vevo has confirmed that it will be shutting down all of its mobile apps and consumer-facing video hosting website, signaling a shift in its business to focus on YouTube (via Variety). Apps affected include those for iOS and Android, but as of now "select" smart TV apps, potentially including Apple TV, will continue to run.

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.

vevo iphone app

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.

“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.”

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.

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.

Tag: Vevo

Top Rated Comments

adamjackson Avatar
55 months ago
Big picture, Vevo was one of the only current players that had an opportunity to actually take on YouTube. Even they are throwing in their hat.

1. Partnerships with labels & artists
2. revenue sharing deasl
3. Apps & Website
4. Plenty of content

They're still succumbing that it's just easier to keep putting it all on YouTube's platform.

It's a shame because there are very few companies who have what it takes to compete with youTube. Vevo was one of them.

When I did watch music videos, I much preferred doing it on Vevo's properties.
Score: 5 Votes (Like | Disagree)
iSearch Avatar
55 months ago
That's unfortunate. What few people realize is that the quality of music videos on the Vevo website is significantly better than on YouTube, especially some of the older videos that Vevo uploaded when it first started.
Score: 4 Votes (Like | Disagree)
Westside guy Avatar
55 months ago
Focussing all your company's efforts on offering your product via a platform which is also a direct competitor... doesn't seem like a good, long-term business decision.
Score: 2 Votes (Like | Disagree)
martyjmclean Avatar
55 months ago
I don’t know anybody who uses the Vevo app or website.
Score: 2 Votes (Like | Disagree)
jonblatho Avatar
55 months ago
They had an app?

(Kidding.)
Score: 1 Votes (Like | Disagree)

Popular Stories

iPhone 14 Pro Lineup Feature Purple

Apple Planning to Hold iPhone 14 Event on September 7

Wednesday August 17, 2022 9:51 am PDT by
Apple is aiming to hold its first fall event on Wednesday, September 7, reports Bloomberg's Mark Gurman. The event will focus on the iPhone 14 models and the Apple Watch Series 8. The standard iPhone 14 models are expected to get few changes, but the iPhone 14 Pro models will include updated camera technology, the removal of the notch in favor of a pill-shaped and hole-punch cutout, an A16...
iOS 15

Apple Releases iOS 15.6.1 and iPadOS 15.6.1 With Bug Fixes

Wednesday August 17, 2022 9:50 am PDT by
Apple today released iOS and iPadOS 15.6.1, minor updates to the iOS and iPadOS 15 operating systems initially released in September 2021. iOS 15.6.1 and iPadOS 15.6.1 come a month after Apple released iOS 15.6 and iPadOS 15.6 with new Live Sports features and bug fixes. The iOS 15.6.1 and iPadOS 15.6.1 updates can be downloaded for free and the software is available on all eligible devices...
tiktok logo

TikTok's In-App Browser Reportedly Capable of Monitoring Anything You Type

Thursday August 18, 2022 4:25 pm PDT by
TikTok's custom in-app browser on iOS reportedly injects JavaScript code into external websites that allows TikTok to monitor "all keyboard inputs and taps" while a user is interacting with a given website, according to security researcher Felix Krause, but TikTok has reportedly denied that the code is used for malicious reasons. Krause said TikTok's in-app browser "subscribes" to all...
airpods pro black background

AirPods Pro 2: Five New Features and Improvements to Expect

Sunday August 14, 2022 3:28 pm PDT by
Apple's second-generation AirPods Pro are finally nearing launch, with a release expected later this year. If you are considering upgrading to the new AirPods Pro once they are released, keep reading for a list of five new features to expect. In addition to all-new features, the second-generation AirPods Pro will likely adopt some features added to the standard AirPods last year. H2 Chip ...
ipados 16 stage manager

Apple Criticized for 'Fundamentally Misguided' Approach to Stage Manager in iPadOS 16

Friday August 19, 2022 1:57 am PDT by
Stage Manager in the iPadOS 16 beta is receiving heavy criticism for being "fundamentally misguided" in its approach to bringing a new level of multitasking to the iPad experience, with some even calling on Apple to delay the feature entirely due to its shortcomings. Federico Viticci, the founder and editor in chief of MacStories and a prominent member of the Apple community, outlined his...
M2 Pro and Max Feature

3nm M2 Pro Chip for MacBook Pro Reportedly Entering Production Later This Year

Thursday August 18, 2022 7:39 am PDT by
TSMC will begin production of 3nm chips for Apple by the end of 2022, according to a report this week from Taiwan's Commercial Times. A separate report from the publication claimed that TSMC will begin mass production of 3nm chips in September. The report, citing industry insiders, claims that the M2 Pro chip may be the first to use TSMC's advanced 3nm process. Bloomberg's Mark Gurman...