Vevo revamps its Apple TV app with brand new features

Isaac Cain
May 19, 2017

Vevo's new TV streaming app is created to keep music playing as you scroll through panels that preview what's up next. This new edition adds video previews and customization features to 4th generation Apple TVs.

Vevo revamped its app for Apple TV with a design it plans to trickle out to other streaming boxes later this year, aimed at displacing music-only apps for TV like Pandora. But often the most popular music related apps for TV streaming devices are services that have no or little video. The new app now serves up curated playlists that also take cues from contexts - music videos suggested on a Tuesday morning may look different from those served up on a Saturday afternoon. In coming weeks, Vevo said it will unveil a fresh slate featuring documentaries, scripted shorts, festival coverage, and more.

Vevo's redesigned tvOS is an evolution of the app the company debuted a year ago, fully in keeping with the spirit of iteration that has guided its other efforts. Across all its platforms, including its mobile, desktop, YouTube, and connected TVs, Vevo sees 23 billion video views per month. According to Vevo, the platform's users have an average engagement time of about 80 minutes spent watching videos.

New hires include: senior creative producer Kim Taylor Bennett (who hails from Noisery), creative producer Anupa Mistry (The Fader), original and branded content producer Priya Minhas (BuzzFeed), video producer Cameron Robert (NPR), senior video editor Lika Kumoi (Revolt), creative producer Jayson Rodriguez, and video editor Kevin Rose.

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Those ideas are still on the table.

The app plays to a small but growing segment of how consumers are watching digital video.

Vevo is also banking on using the TV app to get people to watch some of its original programming, which the company has been putting a bigger focus on. Less than 10% of Vevo's monthly views come on televisions at the moment, but Vevo says that's also where it sees the most growth.

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