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March 14, 2014

VEVO Branches Out from YouTube with Mobile SDK

VEVO, YouTube’s No. 1 streaming channel, is venturing out from under the auspices of viral videoland with a mobile SDK and iOS app that will expand its distribution footprint to new platforms.

It teased the plan at an event at SXSW in Austin this week.

VEVO has 5.86 million subscribers and averages 603 million views per month via its YouTube channel, according to comScore. It served 7.2 billion views in 2013 as a whole. But like other content providers, it’s interested in pivoting that success into new, additional revenue streams.

To that end, the SDK will essentially allow app developers the ability to serve VEVO content from within an app, with inventory for advertising to incorporate a monetization element. Compatible apps will be able to query VEVO’s metadata database, then pull down matching content on demand.

The launch will be a soft one at first, with a handful of developer partners that will help VEVO work out any bugs. Eventually though, the company will throw it open to the developer community at large, VEVO said.

VEVO is also taste-testing its own cooking: it used the SDK to develop an iOS app (an Android version is on the way) that will offer both the VEVO TV linear music TV feed, as well as a social video element with advertising. It will also showcase the VEVO Now feature, familiar from the Website, which showcases new releases and featured videos.

The app also has some interesting features, like a picture-in-picture ability to continue watching a video in the corner of the screen while navigating around the app. 




Edited by Alisen Downey


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