Music video platform Vevo has partnered with Pluto TV — the free, ad-supported platform owned by Viacom (which is also the parent company OG music video purveyor MTV).
Vevo will distribute its massive catalog of 400,000 music videos across a total of 10 new genre-curated channels on the Pluto service, the company said. The first of those channels will be Vevo POP, bowing tomorrow. Other channels to follow include Latin music, Country, and holiday-themed hubs. Programming will not only comprise official music videos but also original content. On the original programming front will be new artist showcase series DSCVR and live performance programming brands LIFT and CTRL. Content from those franchises will roll out on the appropriate, genre-specific Pluto channels.
Vevo declined to comment on the financial terms of the partnership.
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“With the largest library of ad-supported music videos, we have begun to redefine the return of music videos to the living room for consumers and for advertisers, with our partners, which include, Apple TV, Amazon, Roku, YouTube, Vewd, and now Pluto TV,” Kevin McGurn, Vevo’s president of sales and distribution, told Tubefilter in a statement. “Vevo is a rare publisher that has the scale that television buyers have been looking for in OTT, and to date have only found through aggregators and platforms. With over 2.3 billion monthly global views on TV, we are hyper focused on our OTT packaging and distribution strategy.”
All told, Pluto counts over 18 million active users who consume the service’s 200 live, linear channels each month.
Across all platforms, Vevo nabs 26 billion monthly views globally. Last May, the streamer announced it was shuttering its own website and apps to focus its efforts on third-party distributors. While YouTube remains its biggest distribution channel, in August, at the NewFronts West, the company said it was looking to OTT and connected TV distribution to supercharge growth.
Photo courtesy of Vevo
