When it launched with much fanfare last December, Vevo was billed as the Hulu for music videos -- the major music labels' answer to the premium video hub by NBC Universal, Fox Entertainment and ABC Inc. Seven months later, Vevo has surpassed Hulu's audience and similarly attracted dozens of blue-chip brands with a lineup of star-laden, professionally produced videos. Unlike Hulu, Vevo -- the joint venture of Universal Music Group and Sony Music Entertainment and Abu Dhabi Media Co. -- has used its partnership with YouTube as a booster rocket to build traffic quickly.
Vevo in April drew 43.6 million U.S. unique viewers, equal to a quarter of the total U.S. video audience and making it the fourth-biggest video property behind Google, Yahoo and MySpace. Hulu was No. 8, with 38.7 million.
But of Vevo's audience, only about 10% -- or 4.3 million -- comes from Vevo.com, with the balance coming mostly from the Vevo's YouTube channel.
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