Vevo to Shutter Its Apps and Website in Coming Weeks

Vevo to shutter own video platforms

Popular video hosting service Vevo has chose to pull the plug on all the mobile apps as well as the website and focus just on YouTube. But the company says it will retain its Portland engineering office that opened three years ago.

Vevo is a popular purveyor of online music videos, but most people probably know it best as the little watermark on the corner of more than 300,000 official music videos on YouTube.

Amazon's unannounced YouTube competitor could be on the list, as the company looks to provide its own video platform for the Echo. Apparently, though, Vevo has concluded it's no longer worth struggling against YouTube's hegemony. Both it and YouTube sell ads on those clips. The effort, which finds Vevo, "focused on engaging the biggest audiences and pursuing growth opportunities", also involves trimming away some of the elements it deems unnecessary to that strategy.

Vevo on Thursday announced major changes to its platform. CEO Erik Huggers departed in December, and Vevo has yet to appoint a permanent replacement.

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It will launch a playlist tool for users to migrate their Vevo playlists across to YouTube, and will continue to support "select" over-the-top (OTT) Vevo TV apps, also.

Vevo said it plans to continue to invest in original content and "new formats" they plan to roll out shortly.

Vevo, an abbreviation for "Video EVOlution", launched in late 2009 as a joint venture between the Big Three recording companies - Sony Music Group, Universal Music Group and Warner Music Group - for the objective of streaming music videos. "Belief in the power of the music videos will always remain at Vevo's core".

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