Vevo has kicked off 2026 with a major push into the Australian market, unveiling its new AI-powered ad suite, Vevo Evolve, and fresh fandom research at its Sydney Upfront.
Held at The Beresford in Surry Hills, the company pitched the tools as a way for brands to tap into what it calls Australia’s “always-on music culture,” backed by monthly reach of 11.74 million viewers.
Led by Rob Christensen, EVP Global Sales, and Tim O’Connor, General Manager, APAC Sales, the event positioned Vevo as both a cultural barometer and a high-attention video network as brands chase scale across increasingly fragmented screens.
“Music has been at the heart of the biggest moments this year in Australia,” O’Connor told the room.
“It isn’t just music, it’s culture. 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.”
AI-driven targeting and measurement
Vevo Evolve is the centrepiece of the company’s 2026 pitch – a suite of AI-led targeting, optimisation and measurement tools built to give advertisers more precision and flexibility across mobile, desktop, CTV, YouTube and FAST channels.
The platform combines contextual signals, audience intent data and predictive modelling to help brands match creative to moments, moods and behaviours.
It also introduces Advanced Targeting, giving agencies access to an AI-generated library of more than 700 contextual targets and hundreds of privacy-compliant audience segments.
Christensen said the technology reflects the realities of modern media investment, where trust, relevance and outcome measurement sit at the heart of campaign planning.
“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,” he said.
“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.”
Fandom as a commercial engine
The Upfront also leaned heavily into Vevo’s new Fandom = Cultural Currency research, highlighting the intersection between identity, culture and buying behaviour.
O’Connor told advertisers the findings underline a significant opportunity: 97% of Australians identify with a fandom, and 89% say music plays a defining role in who they are – slightly ahead of sports at 88%.
In a market where brand loyalty is harder to secure, he argued that fandoms offer a clearer path to emotional relevance and buying intent.
Two in three fans, according to Vevo’s research, are more likely to spend with brands that advertise around their favourite music videos.
“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.”
Scale across screens as FAST grows
Vevo made a point of reinforcing its scale across premium ad-supported video – a pitch increasingly central as linear declines and advertisers seek streaming environments that feel brand-safe, stable and measurable.
The company now reaches 11.74 million Australians monthly, equivalent to 52% of the national P18+ online population.
That footprint is larger than the entire ad-supported BVOD market (9.2 million) and exceeds the ad-supported audiences of Amazon Prime Video (5 million), Netflix (4 million) and Kayo (2.7 million).
The Upfront positioned Vevo as the “primetime of YouTube,” with its library of more than 1 million music videos reaching nearly 58% of YouTube’s audience – despite representing less than 0.1% of YouTube’s library.
Vevo continues to offer pre-roll-only formats, lower ad loads, and – new this year – 30-second non-skip ads available across its YouTube inventory.
On the trading side, advertisers can buy Vevo inventory directly, programmatically, via sponsorships or through always-on packages.
As a premium YouTube publisher, Vevo inventory also supports Google targeting and measurement tools, and contributes to brands’ Google VIP commitments.
FAST supply has surged 60% year on year, driven by Vevo’s partnerships with Foxtel and Samsung TV Plus, further cementing its position as Australia’s largest premium ad-supported network.
Clearer path to culture-led buys
O’Connor closed the Upfront by linking Vevo’s scale, identity research and AI-led tools back to a broader market shift.
“As linear audiences decline and streaming fragments, advertisers need scale that still feels relevant,” he said.
“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.”