Just when you think you understand a platform, a weird stat pops up.
The latest comes from Vevo, which found a disproportionate number of mobile video viewers enjoying music video content at home. That is, the bedroom first, then the living room, then ‘on-the-go,’ according to user metrics shared by the joint venture (exact breakdowns were not offered).
Just when you think you understand a platform, a weird stat pops up. The latest comes from Vevo, which found a disproportionate number of mobile video viewers enjoying music video content at home. That is, the bedroom first, then the living room, then ‘on-the-go,’ according to user metrics shared by the joint venture (exact breakdowns were not offered).
And, most of this is happening at night (79 percent of the time), by males (66 percent), in privacy. Are we sure this is mobile music videos we’re talking about?
Anyway, the result points to a growing shift among ‘mobile’ platforms beyond their traditional roles. In the traditional framework, a user might jump onto a PC to watch music videos at home, and save the smartphone for an out-of-house experience. In reality, users are blurring the boundaries between different access methods, and prioritizing the WiFi-connected smartphone for experiences like these.
The skew for Vevo is predictably young, with 30 percent in the 13-24 bracket, and nearly half generally defined as ‘young’. And, the smartphone boom is being kind to Vevo. Currently, the company counts 7.5 million app downloads to date, a 33 percent month-over-month gain (as of May). And, the company delivered 85 million mobile streams during that same period, a 64 percent gain over April.