Premium Video is in the Eye of the Brand

Tim Cross 26 April, 2023 

As the lines between TV and digital video become increasingly blurred, the debate around what exactly qualifies as ‘premium’ video is becoming more and more complicated.

Ultimately, it’s up to each different brand to decide what qualifies as premium for them says James Cornish, VP of International Sales at Vevo. BARB’s ‘Fit for TV’ framework provides a good benchmark, but it’s then up to the brand to make subjective decisions around what works for them.

In this interview, Cornish also discusses how music videos have come full circle and are now being watched in the living room more than ever. Filmed at New Video Frontiers 2023 in London.

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About the Author:

Tim Cross is Assistant Editor at VideoWeek.
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