Music videos return to the big screen: Vevo makes FAST debut in NZ

World leading music video network, Vevo, has just launched linear TV channels on Samsung TV Plus in New Zealand for the first time ever – marking Vevo’s FAST (free ad supported streaming TV) debut in the market. StopPress chatted to Steve Sos, Vevo’s Managing Director of Australia & New Zealand about how Vevo is bringing the music video back to the living room and the opportunities this presents to advertisers.

On November 16, Vevo launched four FAST channels on Samsung TV Plus; Vevo Pop, Vevo Country, Vevo Hip Hop, and Vevo Retro Rock.

These channels feature 24/7 music video programming relevant to its specific genre, with opportunities for brands to participate in channel takeovers or sponsored viewing blocks.

Previously only accessible via on-demand app and platforms such as Apple, Google TV or Fire TV Vevo saw that viewers were increasingly returning to watching the format on larger screens.

Already on the rise pre-pandemic, lockdowns only accelerated this trend, with people locked in their homes naturally turning to watch content on the largest screen available says Steve Sos, Vevo’s Managing Director of Australia & New Zealand.

“People were investing in new TVs and CTVs and we were there to meet them with the fabulous content that our artists create. We want to think of ourselves as the global custodians of the art form that is music videos.

“When we looked at our own inventory supply which was broken down across TV, desktop and mobile, we could see that trend already emerging.

“Consumers will tell you how they want to consume or use your product depending on what sort of business you operate, and if you can get ahead of that trend based on some of those data signals, it always puts you in a good position.”

Unlike other media, music videos from decades ago are often being revisited, ensuring longevity of the form he adds.

New Zealanders over the last 12 months alone have viewed music videos from the 90s over 50 million times and music videos from the 2010s have had more than 400 million views.

“That’s why our numbers hold up really well,” he says.

Being owned by Universal Music and Sony Music, Vevo’s core objectives are “to maximise the promotional and commercial value of music video on behalf of the labels,” says Steve.

“On the commercial side it’s very much about how do we work with brands and agencies and marketers to allow them to capitalise on the popularity of the content set and music videos that more than another content remain at the centre of popular culture.”

He says one of the most common misconceptions marketers and brands about working with Vevo is that they need to have a specific music strategy but this is not the case because Vevo has such a broad reach.

“We work with brands that across every vertical. What we bring is mass reach, brand safety and premium content. As consumption of video continues to shift, what is really important as the market fragments further is how do I reach the right people, with scale with brand safety, at the heart of what I do.”

Steve says an added benefit of bringing the music video back onto the bigger screens is that they return to be a shared experience.

“Rather than [people watching on]mobile and desktop which tends to be more of a one to one experience, when people are watching music videos back in the living room, it tends to be a co-viewed experience and for longer session times.

 “When you are on a mobile you might watch one or two videos back to back. What we are seeing in the living room is about a half an hour session time. That is a big difference.”

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