Vevo's New Deal With Hulu Brings Music Videos Full Circle

As a result of the new alliance six of Vevo39s free adsupported TV FAST music channels have joined Hulu Live The streaming platform offers live linear channels and videoondemand VOD content to 44 million subscribers That39s a nice boost to Vevo39s reach and exposureIn Judelman39s view streaming platforms and content providers have evolved to the point where they39re delivering the choices consumers want In speaking of Vevo and Hulu he said quotBoth of our companies have been at the forefront of this premium digital video revolution Now we39re fulfilling the promise of the technology and the content that is compelling enough to get us into the living room It39s all coming full circlequotUntil now Hulu and Vevo have had parallel lives with a key similarity both were on the vanguard at the time they debuted When Hulu launched in 2007 it helped usher in a new way for users to consume digital video on computers and smart TVs Similarly Vevo39s 2009 debut on YouTube repositioned music videos from promotional material into desirable content that could be monetized with advertisingA lot has changed since then for both companies Vevo moved into the FAST lane and it has steadily added linear channels to the lineups of more than 30 distribution partners It reaches 65 million CTV viewers in the US each month including 11 million Black American viewers and 13 million Hispanic viewersThe six Vevo channels that just joined the Hulu Live lineup are being offered alongside channels such as FX HGTV and Telemundo Some of Vevo39s most popular programs have come Hulu39s way Vevo Holiday Vevo HipHop Vevo 3980s Vevo 3990s Vevo Country and Vevo PopquotFor Vevo this partnership signifies another point of arrivalquot Judelman said of Vevo39s rise to the top in the FAST space quotWorking with Hulu and Disney will open new avenues for us and we will gain valuable institutional knowledgequot Disney and NBC Universal39s parent Comcast own Hulu And Vevo is coowned by Sony Music Entertainment and Universal Music GroupConsumers are hungry for more FAST channels Judelman said And connected TV CTV has moved from a niche product to a major agent of change quotCTV always had the promise for programmers and distributors to deliver content in a more relevant way and then serve up more compelling advertisingquot he explained quotThat39s a shift from how TV used to bequotJudelman said he has dreamed of partnering with his former employer but Vevo needed to develop more to capture Hulu39s attention That became a reality as Vevo focused on growing its FAST lineup and grew to its current wellestablished levelquotWe39re at a point where it39s a nobrainerquot he said quotWe39re pieces of that puzzle that everyone needs We are the custodians of professionally produced music content and the classic musicvideo formatquotIndeed Vevo39s secret sauce is its content The company39s library contains more than 700000 pieces of original content including music videos concerts and interviews Vevo artists appeal to nearly every imaginable demographic including GenZ and multicultural viewers Judelman notedquotOur content is so broadbased and so immersed in all cultures within this country and certainly globally that it behooves any distribution platform to have us front and centerquot he saidOne of Vevo39s key selling points is its ability to customize FAST channels for its distribution partners and their audiences For instance Hulu Live customers may be more interested in particular artists or genres than Roku or Samsung users Vevo works with its partners to design channels that are tailormade to serve a given platform39s specific viewer interests In order to do so it taps into first and thirdparty data The result is that no two channels are alike Judelman notedOn Hulu he expects Vevo Holiday will be a huge hit given the seasonal timing of the partnership as well as Vevo 3980s and 3990s In the future he hopes to add additional channels to the platform39s lineup quotOnce we39ve showcased the power of how we can move the needle with the audience that we can accrue I think we39ll talk about what happens nextquot he saidHe expects the Hulu deal will help Vevo secure new distribution deals and sway current partners to expand their Vevo channel lineups quotThe endgame is that our content should be everywhere that distributes entertainmentquot Judelman concludedPhoto courtesy of VevoClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Vevo's New Deal With Hulu Brings Music Videos Full Circle

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Alli Romano

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