Vevo celebrated its five-year milestone in APAC during its Sydney Upfront event on Wednesday night, featuring a special performance by Sneaky Sound System.
The music video network emphasised its unique mix of cultural resonance, vast reach, and premium content as the winning formula for advertisers in 2025, highlighting its dominance as the “Primetime of YouTube.”
Vevo presented its substantial impact in a fragmented media landscape, showcasing a monthly reach of 11.7 million Australians — outstripping the entire ad-supported BVOD market and surpassing major SVOD platforms’ ad-supported tiers.
Tim O’Connor
Sneaky Sound System
Despite it’s content comprising less than 1% of YouTube’s vast library, Vevo says it captures 57% of YouTube viewers monthly. When combined with YouTube advertising, Vevo delivers an additional 5-12% incremental reach for advertisers.
In a strategic move, Vevo announced that starting January 2025, all programmatic spend with the network will count towards Google VIP commitments, adding value for agencies aiming to optimise their YouTube investments.
Steve Sos, managing director of Vevo APAC, addressed the evolving media landscape: “As linear TV continues to decline, reaching younger audiences has become increasingly challenging for brands. With over half of our viewers accessing our content on TV screens and 65% aged between 18-44, Vevo provides a scalable solution without compromising on brand safety or content quality.”
Supporting the case for premium content, the music video network shared findings from multiple studies, including a collaboration with the UK’s Channel 4. The research indicated that ads placed on premium publisher content can triple positive brand perceptions, while user-generated content often triggers a 5x increase in negative perceptions.
Further research by Amplified Intelligence found that ads on Vevo’s platform drive 40% more active attention, with a significant 39% lift among the highly sought-after 18-34 demographic.
“Few publishers can match the credibility that comes with associating brands with content created by the biggest stars in the world, all while achieving scale. That’s the Vevo advantage,” Sos said.
