Starting today, Youtube is offering VEVO?s library of official music
videos from artists like Lady Gaga, Rihanna, Kanye West and U2 onto
the YouTube 2.0 app for Android.
Vevo music website is a joint venture between Google, Sony Music
Entertainment, Universal Music Group, and Abu Dhabi Media and has
deals to feature content from EMI and independent recording labels.
To watch these videos a mobile phone needs to be running Android 2.2
(Froyo). Although the latest YouTube native app comes pre-installed
on many Android 2.3 devices (like the Nexus S), users can also
install it manually by searching for 'YouTube' in Android Market and
downloading the latest version.
Youtube is also launching several new features to make it easier to
discover music videos on mobile. Music videos are now clearly marked
with a 'music note' badge, artist bio is alilable to users while
watching a video, the 'artist tracks' tab offers more tracks from the
same artist while the the 'related artists' tab returns similar
Youtube also said that YouTube partner videos will also have pre-roll
ads appear on the YouTube 2.0 app for Android. This expands
distribution opportunities for Youtube's partners like VEVO, but also
opens up more revenue to its partners distributing their content to
The mobile ad market is growing fast and set to surpass $1 billion in
the US in 2011. Youtube claims that the YouTube web site exceeds 200
million views a day on mobile, a 3x increase in 2010.
Youtube also plans to let its partners run ads more broadly across
other mobile platforms, beyond Android native apps.