Some 97 million Americans watched at least one music video on Vevo in October 2016, according to comScore’s first ever release of Video Metrix with YouTube mobile viewership included.

And that’s not the only intriguing stat to come out of the new research: apparently, 43% of all YouTube viewers in the US watched a Vevo video within the Google platform in the same period.

The numbers shed new light on YouTube viewer behavior with previous third-party estimates only accounting for desktop viewing.

With roughly 320 million people living in the US, this means that essentially 1 out of every 4 Americans now watch Vevo within a month.

Vevo’s previous global estimates suggested the company has more than 400m active users around the world – roughly four times that of Spotify.

Andrea Zapata, VP of Research at Vevo, said: “Very quickly our industry will have to reconsider the notion that mobile devices are a ‘second screen.’

“58% of Vevo viewers measured by comScore are exclusively reached by phones and tablets – these devices are the first and only screens used for a majority of our audience.

“None of this should come as a surprise for two reasons: First, Vevo viewers spent 40% more time on their phones and tablets than they did in 2015.

“Second, thanks to ground breaking research conducted with Nielsen in 2016, it’s been confirmed that Vevo reaches up to 25 million viewers in a single day, which is comparable to a top 5 television network.”

Universal Music Group owns a 49% stake in Vevo.

Other shareholders include Sony Music, Abu Dhabi Media and Alphabet/Google.

Read MBW’s in-depth interview with Vevo CEO Erik Huggers from November last year through this link.

This article was found on musicbusinessworldwid.com