# ‘The industry is almost certainly leaving significant revenue on the table.’

- URL: https://talkfuse.com/story/the-industry-is-almost-certainly-leaving-significant-revenue-on-the-table/
- Published: 2026-10-28T11:24:44+00:00
- Updated: 2026-11-04T03:59:43+00:00
- Original publisher: Music Business Worldwide
- Original article: https://www.musicbusinessworldwide.com/the-industry-is-almost-certainly-leaving-significant-revenue-on-the-table/
- Topics: Business, Companies, Entertainment, Music

## Key points

- Vevo says music videos can trigger powerful nostalgia.
- 65% of Gen Z surveyed feel nostalgia for eras they never experienced.
- The company sees short-form music video as an under-monetised opportunity.

## Summary

Vevo says music videos evoke nostalgia more strongly than audio tracks or live performances, and that this effect could create new commercial opportunities. Its research found many younger listeners feel nostalgic for periods before they were born, while the company argues that videos preserve the wider cultural setting around a song.

Vevo is building advertising products around catalogue moments as they regain attention, aiming to increase the value of its limited advertising inventory. The company says more than a third of its views are on television screens, while mobile remains its largest traffic source; its executive JP Evangelista also sees short-form video as an area where music curation and monetisation have not kept pace with viewing habits. Vevo plans several hundred original programmes before the end of 2026 and is expanding distribution into venues such as gyms, shops and restaurants.

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.