• by Alex Weprin , May 24, 2018

The music video hosting service Vevo says it will “phase out’ its owned and operated platforms, including its consumer-facing website and mobile apps, and will instead focus on platforms such as YouTube, the company said Thursday.

In a statement, the company added that it is also looking to bring its videos to other platforms beyond YouTube.

“Going forward, Vevo will remain focused on engaging the biggest audiences and pursuing growth opportunities,” the statement said. “Our catalog of premium music videos and original content will continue to reach a growing audience on YouTube and we are exploring ways to work with additional platforms to further expand access to Vevo’s content.”

Vevo will continue to sell advertisements on its videos in-house, including sponsors for new video premieres. The service also says it will continue to develop original content and formats, with an emphasis on new and emerging talent.

Vevo was founded by the major record labels Universal Music Group, Sony Music Entertainment and Warner Music Group, as well as Google (which owns YouTube), to create a streaming music video service. Vevo ultimately found success on YouTube, where its channels are now among the most-subscribed to and most-watched.

The announcement comes as YouTube launches its new streaming music service called YouTube Music. The service, which will be available in a paid ad-free version and an ad-supported free version, will also feature music videos provided by Vevo.