Lichtenberg+L.+blog+post+analysis

Lichtenberg L.

TO: Proximity video team FROM: Lucas Lichtenberg SUBJECT: All Things Digital Media Memo DATE: February 18, 2010

We were asked to analyze a blog post or news item to help us prepare Proximity's spring focus group sessions. The title of the article is "Vevo bounces back from a rough start with 20 million streams a day". Below is a summary of the article by Peter Kafka about Youtube and the evolution of Vevo along with questions we should ask in a focus group session.


 * What is Vevo and what does it do?**

Vevo is a music video and entertainment website that is owned by Sony music Entertainment, Universal Music Group, and Abu Dhabi Media Company. It is provided by Youtube and has goals of attracting high-end advertisers. According to Youtube, some advertisers are clashing about advertising next to videos on Youtube.

Google and Vevo will be sharing the advertising revenue generated. Vevo currently offers 20,000 different music videos. Viewers are given their own playlist where they can add their favorite songs. Vevo also offers channels that viewers can go to that are based on specific moods, themes, and genres. Vevo also offers the viewer a chance to sign up and receive a profile where they can interact with other members of Vevo and view others' playlists. Members of Vevo can also comment on videos just like Youtube.


 * Why this is important**

Vevo can offer higher picture quality than Youtube even though both use the same flash player. Google is not sending people away from Youtube but however trying to attract them with better quality. Vevo is already getting 20 million views a day, most of which are coming from Youtubers. These viewings are being attached to Vevo's rankings and they currently stand at 8th place on comscores rankings. Thus, Vevo is higher than competitors AOL and CBS but below Youtube, Hulu, and Viacom in the video industry.

Comscore offers a wide range of solutions in areas such as online audience measurement, advertising, and digital marketing. Vevo could be the next big online video site. It seems as Google is trying to take more of the video market share by allowing Vevo to piggyback off of Youtube.

Vevo could hold more than just videos including editorials and user created videos. However, it is only available to people in the United States and Canada.


 * Questions to ask**


 * Where do you go online to watch videos?


 * Would you rather watch Vevo if it was faster than Youtube?


 * How often do you click on advertisements next to Youtube?

Reference: Kafka, P. (2010, January 15). //Vevo bounces back from a rough start with 20 million streams a day//. Retrieved from All Things Digital: []