The concept for Vevo was described as being a streaming service for music videos (similar to the Hulu streaming service for movies and TV shows after they air),[15] with the goal being to attract more high-end advertisers.[16] The site's other revenue sources include a merchandise store[17] and referral links to purchase viewed songs on Amazon Music and iTunes.[18] UMG acquired the domain name vevo.com on November 20, 2008. SME reached a deal to add its content to the site in June 2009.[19] The site went live on December 8, 2009, and later that same month became the number one most visited music site in the United States,[20] overtaking Myspace Music.[21] Upon Vevo's launch, many YouTube videos added by Vevo over the course of the year had their views inflated. In early 2013, these views were subtracted from various Vevo channels, most notably Lady Gaga's Vevo channel. The affected videos include the "Just Dance" video, which lost more than half of its existing views. Other affected videos include "Heartless" and "Toxic", whose graphs showed similar traces of inflation.[22]
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