The clip for Cyrus’s "Wrecking Ball" single, in which the singer dispenses with her clothes and licks a hammer, set a record for Vevo, attracting 19.3 million views in the 24 hours after it premiered. The figure had soared to 70 million by Friday.
Founded in 2009, with the backing of traditional rivals Universal Music and Sony Music Entertainment, Vevo has racked up 44 billion views over the past year and describes itself as the “world’s leading all-premium music video and entertainment platform.”
With 250 million users a month, Vevo’s numbers dwarf Spotify, the music streaming service, which claims around 25 million listeners.
Last month, Vevo recorded 609 million views, according to ComScore, crushing nearest rival MTV, which was responsible for 261 million.
