XITE, a music video streaming app, debuts in the US

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Finally, a streaming service solely focused on music videos has debuted in the United States.

The internationally popular music video streaming app XITE has made its official debut in the United States today, March 12. The free service, which is now available on a number of major platforms, arrives with a catalog including all three major labels — Universal Music Group, Sony Music Entertainment and Warner Music Group — as well as indie labels and distributors like Beggars, EMPIRE, PIAS and Armada.

Already available in Europe, Canada, and the Middle East, XITE is a Netherlands based company that launched in 2008. The 24/7 music video streaming app has been quietly rolling out on Comcast X1 Infinity, Apple TV and Amazon Fire TV over the past few days and weeks, with Roku availability coming soon and mobile and tablet availability scheduled for arrival the second half of the year. The official launch happens on the same day as the start of SXSW Music 2019 where the company will be participating in numerous events, including panel and mentor sessions.

XITE differentiates itself from other video streaming platforms by focusing solely on music videos and exclusive performances. The service allows users to favorite and skip videos; create new stations and playlists by genre, era or style of video; and adapts to users’ preferences based on watching and liking history. There are also dozens of XITE curated playlists to enjoy as well, some of which are highlighted in a video released to celebrate the platform’s launch in the United States.


“Music videos continue to dominate overall music streaming, and we see an enormous opportunity to bring a beautifully designed, pure-play music video service to the U.S.,” said co-CEO/co-founder Cees Honig in a statement. “We’re excited to give U.S. music fans a new way to enjoy music videos, the way we have for millions around the world.”

XITE is currently free to use, but a premium service is planned for later in 2019. Details of the premium service and pricing have not been revealed.

U.S. GM Shelly Powell added, “XITE is all about giving fans the best possible way to experience music videos — on the biggest (or smallest) screen in the house — whether they’re leaning back and enjoying a playlist created by our expert curators or making their own personalized channel.”

James Shotwell

James Shotwell is the Director of Customer Engagement at Haulix and host of the company's podcast, Inside Music. He is also a public speaker known for promoting careers in the entertainment industry, as well as an entertainment journalist with over a decade of experience. His bylines include Rolling Stone, Alternative Press, Substream Magazine, Nu Sound, and Under The Gun Review, among other popular outlets.