February 6, 2023

Digital Marketing Education

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TikTok pushes further into streaming TV with Vevo deal

“Trending on TikTok” will run up to an hour-long 15 times throughout a given week, and play multiple times on Vevo Pop, one of the main FAST channels from the music video company. The show will highlight the top TikTok videos around the most popular songs. TikTok, which is owned by Chinese-based ByteDance, has garnered a reputation for generating viral sensations; it has helped propel music to the top of the charts, and it’s catapulted new products into e-commerce success. 

Vevo has broad distribution on platforms, including Roku, Hulu and Amazon’s Freevee. Vevo has been talking with TikTok about working together on shows since the middle of last year, according to JP Evangelista, senior VP of content, programming and marketing at Vevo.

“The first thing that came to mind, that really jumped off the page for us, was doing something that involved bringing them to the TV screen,” Evangelista said, “allowing them to use our FAST network, and the value that we’ve really developed on TV.”

The TikTok show could become a major selling point in Vevo’s upfront sales pitch this year, which starts around May, when streaming media and TV companies secure ad commitments from major brands.

“Our big thing is to try to build out a content slate, this is one of the biggest pieces of it as we go into the upfronts,” McGurn said. “And we’ve been told by the agencies and advertisers that this is how they prefer to buy. They want anchor tenants of ownership when it comes to programming blocks. And then they want tonnage, more reach that they can get through a broader spectrum of inventory, and ratings points that they’re looking to be guaranteed on a given demographic.”


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