VEVO gives the music lovers (and the mobile web) a big, mushy kiss

Image Credit: ShutterStock

The debate over native apps versus mobile web rages on: which is better, which is more accessible, which is more customer-friendly.

VEVO just provided its answer by giving 50 million music lovers in the U.S. and Canada access to the videos they love anywhere, anytime, on any device. That means iOS, Android, Windows Phone, BlackBerry Playbook (!), and now…the mobile web.

Native apps are designed for a specific mobile platform, such as iOS or Android, and are distributed via app store downloads. While they can be richer, more customized experiences, mobile-friendly websites or web apps are automatically available to anyone on any device with a modern web browser…without a download.

VEVO’s new announcement means you can have this desktop experience:

On your iPad or any other mobile device with a modern browser:

…all without downloading an app.

VEVO has more than 50,000 music videos in high definition and is seeing 45 billion views a year on a global basis. The service is a sort of Pandora for music videos: Users sign up, VEVO scans both their music libraries and Facebook likes for music they love, and then VEVO creates a playlist of their favorite artists with maybe a few new recommendations thrown in.

Adding the mobile web allows VEVO to be platform-agnostic, letting its millions of users watch music videos however they want.

Another major benefit? Users who click (or tap) on Twitter or Facebook links to VEVO videos have a seamless experience, seeing the video in a browser, instead of being forced to enter (or even download) an application.

VEVO serves videos in over 200 countries via a partnership with YouTube, and over 200 million people use VEVO to watch music videos. However, it’s not clear whether this new announcement means that video will be available on vevo.com for users outside of the U.S. and Canada. VEVO has typically distributed internationally via YouTube. (VentureBeat has inquired, and we’ll update this post as we learn more.)

VEVO is a partnership between Universal Music Group, Sony Music Entertainment, and Abu Dhabi Media Company and has offices in New York, L.A., Chicago, Detroit, and San Francisco.

Image credit: Regien Paassen/ShutterStock

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