[6] In August 2016, Warner Music Group (WMG), the world's third-largest record company, agreed to license premium videos from its artists to Vevo.

[7] Initially, the service hosted only music videos from UMG and SME, syndicated on YouTube and its app,[8] and the advertising revenue was shared by Google and Vevo.

Vevo's revenue sources were diverse, including advertisements, a merchandise store, and referral links to purchase viewed songs on Amazon Music and iTunes.

On November 20, 2008, UMG acquired the domain name vevo.com, and by June 2009, SME reached a deal to add its content to the site.

Notable videos affected by this included "Just Dance," which lost more than half of its existing views, as well as "Heartless" and "Toxic."

On May 24, 2018, Vevo announced that it was shutting down its consumer website and removing its app from mobile platforms to focus on YouTube syndication.

This decision marked a significant shift in Vevo's strategy, as it aimed to leverage YouTube's vast user base and infrastructure to distribute its content.

In October 2020, Vevo partnered with Netherlands-based music video service Xite to further expand its reach and offerings.

This partnership aimed to enhance the user experience by providing a more comprehensive and diverse selection of music videos.

The channel was only available to viewers in North America and Germany, with geographical IP address blocking being used to enforce the restriction.

[15] After revamping its website, Vevo TV later branched off into three separate networks: Hits, Flow (hip hop and R&B), and Nashville (country music).

Music videos would play twice within an hour and original programming, such as Top 10 Now and Vevo Lift, would air several times per day.

[30] In May 2018, Vevo announced that it would be discontinuing its consumer website and app on mobile platforms in order to focus on YouTube syndication.

[34] In 2012, Nicki Minaj's "Stupid Hoe" became one of the first Vevo music videos to receive a significant amount of media attention upon its release day, during which it accumulated around 4.8 million views.

On August 28, 2017, both YouTube and Vevo records were eclipsed by Swift again, with "Look What You Made Me Do", which gained 43.2 million views in 24 hours.