VEVO Refuses to Participate With YouTube App’s Offline Mode

/ Sep 23, 2013

Vevo01

VEVO will not enable offline viewing on the soon-to-be-updated YouTube app, which by November will allow users to download videos to watch them offline for up to 48 hours. According to Variety, music video service VEVO, which counts Google as a backer, is unsurprisingly not onboard with this new feature.

A representative told Variety that VEVO, which hosts around 15,000 channels on YouTube, would not allow its content to be downloaded or viewed offline. However, the representative refused to elaborate on the decision. So why is VEVO refusing to cooperate with YouTube’s new offline feature?

The answer most likely has to do with VEVO hoping to keep users on its own mobile app. Within the past year, VEVO has made concentrated efforts to distance itself from YouTube while growing its own mobile app, which has been downloaded in some form over 28 million times. It makes sense that the company would like to increase consumption on its own platform, especially when the platform isn’t as tethered to YouTube as VEVO is on PCs.

Additionally, VEVO may have contracts which forbid downloading of any music videos for any amount of time. Even with a 48 hour window, nothing makes the music industry more nervous than the words “free download.”

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