Watch More Music - Everybody In

©vevo

Music videos have long captivated audiences, offering more than just a visual accompaniment to soundtracks. They are dynamic, cultural moments that engage the very same audiences brands wish to connect with. However, reaching those audiences and creating lasting brand impressions isn't as simple as it sounds. To foster brand affinity and inspire purchase intent, brands must do more than rely on content alone. Understanding the audience behind those views is a crucial part of the marketing equation.

This miniseries will dive deeper into the critical importance of understanding audiences — from gathering insights to taking actionable steps. But first, let's look at what audience engagement looks like at Vevo.

The Audience Breakdown at Vevo

Vevo, as a video music platform, reaches audiences far beyond what traditional media channels can achieve. For example, Vevo connects with twice as many Hispanic Adults as major networks like Telemundo, Univision, or ABC, and twice as many Black Adults as BET, FOX, or ESPN. Impressively, nearly half of Hispanic Americans and Black Americans, over 40% of Asian Pacific Islander Americans, and approximately two-thirds of Gen Z engage with Vevo’s content. But these audiences are more than potential consumers — they are passionate fans, eager to identify and connect with the artists they admire through personalized viewing experiences.

The Story Behind the Numbers

As viewing habits evolve, so has the relationship between music and other forms of entertainment. There’s no denying the connection between nostalgia and music discovery. The love for iconic songs of the past, like Natasha Bedingfield’s "Unwritten" featured in *Anyone But You*, or Sophie Ellis-Bextor’s "Murder on the Dancefloor" in *Saltburn*, fuels conversations in pop culture and offers brands unique opportunities to tap into these moments. The result? Brands get a chance to make deeper connections with audiences by aligning themselves with the music and moments people love.

At the same time, generational and cultural shifts have reshaped the world we live in. These changes are reflected in Vevo’s music video viewership, where diverse cultural content draws in audiences from various demographics. For instance, the Regional Mexican genre garnered over 3 billion views in the U.S. in 2023. Afrobeats exploded in popularity as artists like Libianca, Rema, and Ayra Starr saw a 60% spike in global viewership year-over-year. Meanwhile, artists such as Troye Sivan, Renee Rapp, and Chappell Roan have energized the LGBTQIA+ community, offering representation and sparking deeper connections through their music.

It’s clear: audiences crave representation. According to Vevo’s Media Tracker survey, 71% of consumers believe music videos allow them to see themselves on screen, and 70% say music helps them feel connected to the world around them.

### Where Brands Fit In

In today’s fragmented media landscape, it’s crucial for marketers to meet consumers where they are and deliver authentic, clear, and impactful messages that resonate with their identities. The cultural shifts mentioned above are driving a new marketing approach, as brands become more intentional about investing in content that captivates audiences. Moreover, they are choosing the right distribution partners — such as Vevo — to ensure their advertising efforts make an impact.

Vevo’s platform allows brands to align with culturally relevant content and to connect with diverse audiences on the screens they engage with most, whether it’s through music, fandoms, or nostalgia. However, simply reaching audiences isn’t enough. Brands need to earn those connections through strategic efforts.

### Proof of Success

Our study with MAGNA revealed that connection is essential for today’s consumers. Marketers who actively build connections through responsible media practices and diverse, representative environments can boost brand trust — which directly influences consumer behavior. According to the study, a mere one-percentage-point increase in brand trust can lead to a 33% rise in consumer purchase intent.

Vevo offers a premium, brand-safe network where content and culture intersect all year long, giving brands the chance to communicate the right messages to the right people at the right time.

In an increasingly complex media landscape, brands that leverage these insights can create meaningful connections and achieve long-term success. Through a deeper understanding of the audience and strategic alignment with music culture, brands can transform advertising into genuine engagement.