Vimeo Brings On-Demand Service to Third Party Publishers
Vimeo, the low-profile YouTube competitor owned by InterActiveCorp (IAC), has been growing its ranks slowly. Back in August, comScore revealed their ranking which suggested that 34.5 million users visited the Internet-video site that month making Vimeo the ninth biggest video website in the United States for August 2014.
Their audience is growing and the company claims they reach more than 170 million users around the world. Vimeo says that a huge amount visitors are willing to pay for its content. For this reason, the company is aiming to franchise their video-on-demand service, by making it available to third party publishers.
The company has rolled out their Vimeo on Demand Publisher Network. This network is basically a collection of sites, who are going to use Vimeo’s technology to create custom video-on-demand catalog.
Each partner will use Vimeo’s player along with their payment mechanism, that allows video to be rented or purchased. All partners will split profits with Vimeo but the percentage is being kept under wraps.
According to CEO Kerry Trainor:
By selling VOD content, the Publisher Network provides additional revenue streams — without advertising — not only for partners, but also for our creators exposed to a wider audience via premium publishers. This supercharges the distribution of the content on Vimeo to third-party publishers… It opens up any web page on the Internet to purchase this content.
One of Vimeo’s partners is The Atlantic, who is going to sell a range of indie films and documentaries on their website through Vimeo’s platform.
Some of the content being sold by The Atlantic belongs to creators who have preexisting connections with Vimeo. Meanwhile, Atlantic’s own staff is also producing new content.
CBS Interactive will add Vimeo’s video-on-demand service to their TV.com, TVGuide.com and Metaritic. This means if a user looks for a certain title on TVGuide.com, the search results are going to contain an embedded version of it. But that’s only if that title is available on VOD.
“Indexing Vimeo’s VOD offering brings our users access to even more ways to easily discover and watch shows and movies,” says CBS Interactive’s senior VP and g.m. of media, Christy Tanner.
Publishing partners will have the option to create their own library from more than 16,000 title or they can ask Vimeo to do this on their behalf.