Music video network Vevo is marking five years of its Asia-Pacific (APAC) operations at its Upfront event in Sydney, positioning itself as the 'primetime of YouTube'. Championing a blend of culture, scale, and premium content, Vevo is setting its sights on advertiser success in 2025.

Vevo's network boasts a monthly reach of 11.7 million Australians, a larger audience than the entire ad-supported Broadcast Video on Demand (BVOD) market. Its reach also surpasses that of the major Subscription Video on Demand (SVOD) platforms' ad-supported tiers.

Despite making up less than 1% of the content on YouTube, Vevo reaches 57% of YouTube viewers every month. When purchased in combination with YouTube, Vevo delivered advertisers a 5-12% incremental reach.

Starting from January 2025, all programmatic spend with Vevo will contribute to Google VIP commitments. This comes as Vevo highlights research showing that premium publisher content triples positive perceptions of ads, while avoiding the 5x negative perception seen with user-generated content.

An Amplified Intelligence study showed that ads on Vevo's content drive 40% more active attention, with a 39% lift among the 18-34 demographic.

"As linear TV continues to age and decline, it is getting harder for brands to reach and engage younger audiences. With over half of our monthly viewers watching our content on TV and 65% of our audience aged 18-44, we are the perfect solution for brands looking to deliver scale against those audiences without having to compromise on brand safety or content quality." said Steve Sos, Managing Director of Vevo APAC.

"There are not many publishers that can offer brands the credibility via association that comes with content that is created by the biggest stars on the planet, whilst also doing so at scale. Put simply, that is Vevo." Sos added.

Founded by Universal Music Group and Sony Music Entertainment in 2009, Vevo is the world's leading music video network. It offers fans worldwide a vast array of premium content, showcasing official music videos alongside a constantly developing lineup of live performances and innovative original programming.