Music rivals sports fandom in Australia, with 89% of Australians identifying as music fans, compared to sports' 88%, according to cultural currency insights shared by music video network, Vevo, at its 2026 upfront.
The event was led by Rob Christensen, executive vice president of global sales and Tim O’Connor, general manager, APAC sales, who announced the newest advertising offerings.
“Music has been at the heart of the biggest moments this year in Australia, it isn’t just music, it’s culture,” said Tim O’Connor.
“It sits at the centre of what people wear, share and celebrate, and with 11.74 million Australians watching the Vevo network each month, we’re the place to connect with people around this passion. ”
Christensen said brands will benefit from the launch of new adtech such as Vevo Evolve.
“Today’s brands need advertising partners with an intimate understanding of the campaign process - from creative and targeting to platforms and channels - and how those components drive outcomes like brand trust,” said Christensen.
“With Vevo’s vast library of premium music videos and the launch of Vevo Evolve, marketers have a brand-safe environment to drive both connection and performance.”
The network has introduced Vevo Evolve. The AI-powered solution combines contextual insights, AI-driven audience segments and predictive modelling to improve audience targeting across the network.
This "advanced targeting" includes access to 700 contextual targets and privacy complaint, intent-based audience segments across mobile, desktop, connected TV, YouTube and FAST channels.
The music video network has also introduced new buying options and Google integrations.
Advertisers will have more flexible buying options including direct, programmatic purchases, sponsorship packages or always-on campaigns.
All programmatic spend on Vevo counts towards Google VIP commitments.
Vevo's library reaches nearly 58% of YouTube's audiences.
As a YouTube publishing partner, Vevo will use Google tools like Instant Reserve and proprietary Google targeting and measurement solutions for transparency and brand safety across YouTube campaigns.
Research revealed the growing importance of advertising across this sector, with reportedly two in three fans more likely to spend with brands that advertise around their favourite music videos.
O’Connor recognised the power of music fans and the importance of brands tapping into this market.
“Fandom isn’t just about entertainment, it’s about identity,” O’Connor said.
“We have no off-season because music culture never stops. Fans don’t tune in and out, they live in these moments year-round. And when brands meet them there, that’s when culture ignites.”
Vevo has 11.74 million monthly viewers, and reportedly brings in a greater reach than the ad-supported BVOD market at 9.2M and streaming platforms like Amazon Prime Video, Netflix and Kayo.
The company has seen strong growth across its FAST (Free Ad-Supported Streaming TV) market here in Australia, up 60% year-on-year.
“As linear audiences decline and streaming fragments, advertisers need scale that still feels relevant,” said O’Connor.
“We’re redefining what premium means, helping brands buy culture on their own terms in the environments that audiences trust most. Culture moves fast and with Vevo, your brand doesn’t just keep up, it leads.”
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