14 DAY TRIAL // Vevo is barely a couple of months old, but it is already proving quite popular, at least in terms of traffic. The credit doesn't really go to the new site, rather YouTube is the 'culprit,' as it sends a huge amount of people towards Vevo every day. Being a site dedicated to music videos exclusively, it could prove a useful gauge for measuring an artist's or group's popularity, but, if the initial numbers prove to be telling, all people really care about is Lady Gaga.
According to one Universal Music Group exec, the artist is responsible for 25 percent of Vevo's entire traffic, a staggering number, any way you look at it. It's no secret that Lady Gaga's popularity is at an all time high, but, from a selection of many thousands of artists on Vevo, for one to capture one quarter of the traffic, it is very impressive. This gets even more impressive after you factor in that the site has gotten some 35 million visitors in the first month since it launched, instantly becoming the largest music site in the US.
The secret behind Vevo's success is the way it was created, by partnering with Google, which owns YouTube. With the might of the largest video site in the world behind it, Vevo really couldn't have failed even if it tried to. Basically, much of YouTube's music-video traffic, which, judging by how popular some music videos on the site are, is a lot, is now sent to Vevo.
With that in mind and, considering that some of the most popular music videos on YouTube last year got 60 to 80 million views, it's clear that Vevo still has a lot of room to grow. Still, the site is claiming it's already getting billions of page views per month, but that it's not profitable and its monetization platform is still being adjusted.