×
You will be redirected back to your article in seconds

Vevo Releases New iPhone App That’s A Lot More Like Tinder Than YouTube

Music video service Vevo released a completely revamped iPhone app to its U.S. users Thursday, introducing a bold new design direction that the company eventually wants to bring to other platforms and markets as well. The release of the app happens to coincide with the release of YouTube Music for mobile, but Vevo’s new iOS app took a lot more cues from social apps like Tinder and Snapchat than from existing video services.

The Tinder influence is immediately obvious upon launching the Vevo app for the first time. As part of the onboarding process, users have to tell Vevo about their favorite artists. Vevo’s new app does so by presenting full-bleed pictures of those artists, letting users swipe left or right — just like they would on Tinder to find a potential match.

Big imagery continue to dominate the app experience after the onboarding. The main screen consists of a seemingly endless stream of videos, each presented with a full-screen image that’s been optimized for the app. Vevo’s team has been working nonstop for eight weeks to prepare the imagery for the app, explained product manager Jose Gonzales during a recent interview.

The home screen feed presents the latest videos from artists that users have selected as their favorites, Tinder-style, and mixes them with recommended videos from related artists. Vevo is using its huge treasure trove of music data for these recommendations, and the app will refine its recommendations based on user behavior, explained Gonzales: “The app will definitely get a lot smarter over time.”

In addition to the main video feed, there’s also a feed of favorites that offers direct access to a user’s favorite artists, videos and playlists. “People watch a lot of the same content over and over again,” said Gonzales. Vevo’s app wants to cater to that behavior by making it easier to go back to the most popular videos of Beyonce, Bieber and the likes. Said Gonzales: “There is a reason that they have so many views.”

The most striking thing about the new Vevo app is that there are little to no menu items to chose from. The service’s previous iOS app offered a multitude  categories like “top videos” and “featured videos,” musical genres and more. All of this is gone, as the Vevo team was looking to “let the UI get out of the way,” as Gonzales said. He added that early tests of the new app showed users spending a lot less time searching, but a lot more time actually watching videos.

This kind of invisible IU approach is again something that’s very familiar to anyone who has ever used Snapchat or Tinder — but it’s very different from YouTube’s approach. YouTube, of course, has been a long-time frenemy of Vevo. The Google-owned video site is Vevo’s biggest distribution partner, but the two also directly compete with each other in the mobile space. And with Vevo’s new app, that competition just got a little more interesting.

Popular on Variety

More Digital

  • Memories of the Alhambra

    Hot Korean Producer Studio Dragon Sets Partnership With Netflix

    Global streaming giant, Netflix has struck a multi-year deal with Studio Dragon, a three-year old production house that has become one of the hottest content houses in Korea. The deal is described as a three-year strategic partnership, highlighted by a multi-year content production and distribution agreement, that begins from 2020. Studio Dragon’s parent company CJ [...]

  • Google headquartersGoogle headquarters, Dublin, Ireland -

    Google Won't Allow Political Campaigns to Target Voters by Affiliation Anymore

    Google is tweaking its policy for political ads, which includes doing away with microtargeting by political affiliation or voting records. The search giant also announced Wednesday that it would clarify its advertising policy to make sure that political advertisers can’t make grossly misleading statements. “We’re limiting election ads audience targeting to the following general categories: [...]

  • Sonos Q4 Results: Revenue, Losses Grow,

    Sonos Acquires Voice Assistant Startup Snips for $37.5 Million

    Smart speaker maker Sonos is getting ready to take a more active role in voice control: Sonos announced the acquisition of Paris- and Tokyo-based voice assistant startup Snips Wednesday. Snips had been developing a platform to launch dedicated voice assistants for smart speakers and other devices. Sonos spent $37.5 million in cash on the startup, [...]

  • Ramin Arani - Vice Media

    Vice Hires Fidelity Veteran Ramin Arani as CFO (EXCLUSIVE)

    Vice Media Group appointed Ramin Arani, a 26-year veteran of Fidelity Investments and an early adviser to Vice, as its new chief financial officer. Arani, reporting to CEO Nancy Dubuc, will lead all financial and accounting functions for Vice Media Group. Following Vice Media Group’s recent acquisition of Refinery29, Arani will also work to unify [...]

  • Jim Cornette

    Jim Cornette Resigns From National Wrestling Alliance After 'Offensive' On-Air Statement

    Professional wrestling mainstay Jim Cornette has resigned his position with the National Wrestling Alliance. “Effective immediately: Jim Cornette has resigned from the National Wrestling Alliance,” the company said in a statement released Wednesday. “As an announcer on the November 19th edition of ‘NWA Power,’ Jim made remarks during a singles match between Nick Aldis and [...]

  • Sarah Silverman

    As TV Consumption Shifts, Streamers Struggle With How to Apply Programming Standards

    When she launched her ultimately short-lived Hulu talk show  “I Love You, America” in 2017, Sarah Silverman wanted to make a point. This wasn’t a traditional broadcast or cable talk show with content restrictions or language limits — and so she experimented with that freedom on her very first episode. “Because we can — we’re [...]

  • Chelsea Ursin, Host of Dear Young

    'Disgraceland' Host Expands iHeartMedia Partnership With Slate of New Music Podcasts

    Jake Brennan, the creator and host of popular podcast “Disgraceland,” and his business partner Brady Sadler have launched Double Elvis Productions, a new audio-driven media company that will create original entertainment properties. Its initial slate of projects include four music-focused podcasts in partnership with iHeartMedia and as part of iHeartRadio Original Podcasts. The first on deck [...]

More From Our Brands

Access exclusive content