Vevo has been working on towards a subscription tier for at least a full year, but it seems that the wait will continue. CEO Erik Huggers said in an interview that the subscription plans are on hold while Vevo focuses on international expansion and producing original content.
Although its connection with YouTube means that 80% of Vevo’s audience is outside the U.S., the imprint for the company’s own website and apps is small. Vevo currently has localized operation in just 14 markets. Huggers said Vevo is aiming for rapid expansion, with hopes to double or even triple the number of markets by the year’s end. “2016 for us was all about laying the foundation,” he explained. “This is about timing and sequencing.”