More than a third of Vevo’s music video views now happen on television screens. Yet mobile remains the company’s single largest source of traffic, and it’s there that Evangelista sees both the biggest opportunity and the industry’s most conspicuous failure. “Short-form vertical video has become one of the most powerful engines of music discovery in the world,” he says, “but the commercial frameworks around it have not kept pace with the behavior.”
Source: The music industry is ‘leaving significant revenue on the table.’