Vimeo has added three top YouTube stars to its lineup of premium content providers for Vimeo On Demand. Joey Graceffa, ComicBookGirl19, and Taryn Southern are all using the video site’s on-demand service to offer ad-free content for purchase.
Graceffa’s Vimeo offering is a feature-length version of his popular YouTube series, “Storytellers.” The six-episode series is available for $6.99 in movie form, with bonus footage and out-takes. Southern, meanwhile, is producing a feature film for Vimeo, while ComicBookGirl19 is already distributing her movie reviews for $2-a-pop on the service.
Vimeo has made a strong push in the past few months to reach out to top YouTube creators. (In fact, the three creators mentioned above all attended a private event hosted by Vimeo during the most recent VidCon.) The company pitches them the option to distribute content directly to their fans, and be able to retain a higher cut of the resulting revenue (Vimeo takes 10% of all sales, compared to the 45% or so YouTube generally grabs from ad-supported videos.)
In this way, Vimeo is certainly another company that’s chasing the YouTube ecosystem and offering a new complementary distribution/revenue stream — even though the platform is functionally competitive with YouTube. Vimeo and YouTube create different kinds of viewing experiences, though. While the former markets “premium content,” the latter maintains a more democratic take on its video offerings.
That said, it’s not either/or for creators on Vimeo (just like it won’t be on other rumored “competitive” platforms). For instance, some of the for-purchase Vimeo content provides links to the creator’s work on YouTube (as you can see in Graceffa’s case).
At the end of the day, creators will continue to look for ways to diversify their distribution and revenue streams. If Graceffa, Southern, and other creators Vimeo is currently talking with succeed on the platform, there will certainly be more creators looking to sell content directly to their fans.
Graceffa, Southern, and ComicBookGirl19’s partnerships with Vimeo were first reported by CNBC.