In March, VEVO launched a bold new redesign that provided TV-like viewing, with instantaneous and continuous playback. But the biggest addition to the platform, other than a beautiful new full-screen player, was a new social sharing feature that takes advantage of Facebook Open Graph. Not surprisingly, VEVO seen a dramatic increase in the number of videos that are watched and shared on the social network since then.
VEVO has seen a 600 percent increase in Facebook-published or -watched videos when compared to February, to 4.5 million. It’s also signed up half a million new users via Facebook, which represents a 142 percent increase over the previous month. And the total number of impressions on Facebook grew to 171 million, which is a 181 percent change from February.
A caveat: VEVO isn’t the only video provider to see a jump in sharing and usage immediately after integrating with Facebook Open Graph. Video applications like Viddy and Socialcam had seen huge increases in the amount of viewership and registrations after adding seamless sharing. But Facebook giveth and Facebook taketh away — and VEVO can’t count on that tremendous growth to continue indefinitely.
That said, it’s not just viewership from Facebook that is increasing. VEVO is also showing an uptick in engagement from users, who are watching more videos longer. Viewers watched an average of 4.3 videos in March, compared to 3.8 videos viewed in February. And they spent 15.2 minutes on the site, compared to 13.1 minutes during the prior month.
Facebook also isn’t the only place where viewers are tuning in to watch music videos on VEVO. The video service is also seeing huge amounts of viewership on mobile devices. In the first three months of the year, VEVO saw 254 million worldwide streams on mobile devices and connected TV apps, which is up 32 percent from the previous quarter. It also saw active users for iPhone grow 28 percent and iPad grow 22 percent during the time period.