This could expand GE’s reach to about 700 million monthly active viewers on the high end. (Vevo’s audience base is 7 billion active viewers per month, about 7-10% of whom access its app from connected TVs).
Although GE primarily sees this campaign as a way to draw a new audience as opposed to utilizing the channel to sell ads, it doesn’t mean that will always be the case. Brands are experimenting with OTT devices before they figure out how to monetize content.
Still, it’s a topic that Christon is mulling.
“What if you could watch something on broadcast and then extend that to Facebook and then continue the conversation on Medium?” Christon said, noting that IP-streamed content is cannibalizing paid TV. “We’ll almost drop the phrase ‘TV’ or ‘broadcast’ and it will be about a certain kind of behavior whether you’re on the move or at home, but you need to want to catch something because it’s live.”
The proliferation of video on demand has opened up a new world for content creators. Not only are platforms and portals like AOL, Yahoo and Amazon trying to lure audience with original content, but now brands are, too.
Vevo on Thursday released new data, citing its highest engagement rate - 87 minutes spent viewing 23 videos in November - stemming from its TV apps. Vevo also revealed a new integration with XBox One, the first of its CTV partners to feature the Vevo newsfeed (previously it was only available on Vevo.com and Vevo's owned apps).