Major platform coverage

Vimeo’s new attack on the smart market starts by hitting all the big brands simultaneously. There are new Vimeo apps for Apple TV, Android TV and Samsung Smart TVs.

These releases mark a couple of fists for Vimeo, including their very first app for Apple’s tvOS, and their first HTML5 app for the Tizen OS at the core of Samsung’s smart TVs.

Curated content

It seems as though Vimeo aims to deliver something more passive than the search-and-watch approach you may first imagine.

The new apps are designed to get users watching without delay. This pivots around content and playlists that are curated by Vimeo’s in-house team. One of the features of this experience is exclusive ad-free content from independent filmmakers.

Positioning for the longer term

Vimeo is known to be readying its own subscription service. Already, tens of millions of dollars are earmarked for the development of exclusive content. While it is not yet known what form the service is going to take nor when it is going to launch, it seems likely that these new apps will be a key part of its distribution.

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.