![]() She joined in 2014 to lead marketing before being elevated in 2016 to general manager and senior vice-president, overseeing Vimeo’s core software-as-a-service business for creators – the money-making engine of the company. Keeping the business on the right path financially is clearly one part of Sud’s plan, but Vimeo’s refocus is not a simple back-to-basics approach. While the company doggedly refuses to embrace advertising and still places trust in human curation over recommendation algorithms, it is also pushing forward on the technology front. The company has made some canny acquisitions in the past year and has rolled out new features like live streaming and 360° video support, with more innovation on the horizon. Speaking to Digital TV Europe at the recent IBC show in Amsterdam, Sud says her “main objective is to refocus Vimeo’s energy and efforts towards serving creators first. It’s what launched Vimeo in the first place.” Going back to our roots as the home and the platform that really does empower creators. This process of “reorientating” is partly down to market forces. Sud attributes Vimeo’s original content rethink to how the online video market has evolved in recent years – a period that has seen Netflix and Amazon alone pledge billions of dollars for original content. “Obviously with billions now being invested by multiple platforms in original content, it started to feel more and more like we weren’t doing something different, and that was needed.” “When we first set out to do our own channel we really believed we were solving a problem we were going to be able, in a responsible way, to create content that wasn’t being seen by others,” says Sud. Vimeo optioned scripts and had grand plans to quickly ramp up its originals investment once work was underway. However, Sud says that at the time that the decision was made by Vimeo to abandon plans for its own shows, nothing had actually gone into production. As such, she downplays any fallout from the company’s change of course. “It really wasn’t a major shift in terms of what we’d already invested in,” says Sud. Obviously it’s always hard to shift and adjust, but I also think that we did it appropriately and it wasn’t a major problem.” “We did have plans very quickly to increase that investment, but we didn’t get that far. What has resulted is a clear focus on the company’s core mission – to serve video makers with a platform and tools that help them get their content out into the world, and provide a clear revenue source back to the company through its ‘Plus’, ‘Pro’ and ‘Business’ tiers. These cost from £5 (e5.60) to £40 a month and offer incremental increases in storage, user stats, support and customisation options. A Vimeo Basic option is available free but caps users at 500MB a week and 25GB per-year of storage. ![]()
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