Music video network Vevo marked five years of its APAC operation at its Upfront in Sydney Wednesday night, reinforcing its positioning as the “primetime of YouTube” and championing a combination of culture, scale and premium content as a recipe for advertiser success in 2025.
During the presentation, Vevo showcased the significant scale its network offers advertisers in a fragmented media landscape, with a monthly reach of 11.7M Australians – a larger audience than the entire ad-supported BVOD market. Vevo’s reach is also significantly greater than that of the major SVOD platforms’ ad-supported tiers.
On YouTube specifically, Vevo revealed that while its library (of nearly one million music videos) makes up less than 1% of the content on the platform, it reaches 57% of YouTube viewers every month. Moreover, Vevo delivered advertisers 5-12% incremental reach when bought in combination with YouTube.
Additionally, Vevo shared that all programmatic spend with Vevo beginning in January 2025 would contribute to Google VIP commitments, adding value for agencies and advertisers looking to maximise their total YouTube investment.
“As linear TV continues to age and decline, it is getting harder for brands to reach and engage younger audiences. With over half of our monthly viewers watching our content on TV and 65% of our audience aged 18-44, we are the perfect solution for brands looking to deliver scale against those audiences without having to compromise on brand safety or content quality,” said Steve Sos, managing director of Vevo APAC.
To support the power of premium content, Vevo highlighted multiple pieces of research including a study with the UK’s Channel 4 which demonstrated that premium publisher content triples positive perceptions of ads, while avoiding the 5x negative perception seen with user-generated content. Further, an Amplified Intelligence study showed ads on Vevo’s content drive 40% more active attention, with a notable 39% lift among the elusive 18-34 demographic.
“There are not many publishers that can offer brands the credibility via association that comes with content that is created by the biggest stars on the planet, whilst also doing so at scale. Put simply, that is Vevo,” Sos added.
