Why Established Companies Want to Share in Vimeo’s Success

YouTube was a rookie filmmaker’s optimal platform until Vimeo came along and changed the way that amateur artists shared content. Vimeo’s success was unprecedented – but the video distribution platform is partly responsible for starting an epidemic.

Vimeo’s popularity demonstrated that a new company stood a chance at competing with the likes of YouTube. Last month, Vimeo made deals with 3 digital publishers, Variety reported. The deal gave CBS Interactive, The Atlantic, and TEN: The Enthusiast Network, permission to nab and sell content from Vimeo’s on-demand collection.

Now, Vimeo is joining forces with Indiegogo, a site that helps unestablished video producers raise money through crowdfunding. Indiegogo revealed the details on their blog. Reportedly, Indiegogo will direct its users to Vimeo in return for a lofty financial contribution. The partnership was announced at the Sundance Film Festival.

Vimeo’s expansion is proof that video is really taking off. More artists advertise their video productions online than ever before. Tubular Labs found that over 21,000 video creators are currently generating over a million views each month, Deadline noted. This means that, together, these amateur video producers have the numbers to go up against a small television network. An industry is forming, and the digital world is expanding to include video in its vision for the future. Even established companies like Facebook are coming up with innovative ways to make money off video distribution.

Facebook just announced a new deal with Access Hollywood, Variety reported. The social media platform has opted to distribute Access Hollywood’s short video show, “Early Access on Facebook.” Because so many people use Facebook on a daily basis, “Early Access on Facebook” will almost certainly have a high viewership. The video show could run for years.

Social media platforms have a unique advantage over YouTube, and even Vimeo. It’s a lot easier for users to share content on sites like Facebook and Twitter. Push the “share” button or just add a hashtag, and millions of people have access to your content.

Still, Facebook could be aiming to catch up with YouTube, and the social media platform’s goal is not unrealistic. Facebook and Twitter users are sharing more content on social platforms than they are on YouTube. According to Bidness ETC, COMSCORE Inc. found that at the end of 2014, there were 491 million videos on Facebook, compared to 831 million on YouTube.

Facebook may have the advantage when it comes to shares, but YouTube videos are still getting more views. Mashable’s analysis revealed that last weekend, users shared more Super Bowl ads on Facebook than on YouTube. It remains to be seen if Facebook’s edge will prove to be truly effective. YouTube is still way ahead of the game when it comes to viewership. People may be sharing video content on Facebook, but are they really watching it?

There are advantages and disadvantages to using any video distribution platform, but this sector of the media industry is experiencing notable growth. Visit MediaShowroom to access all of the data you need to make your video content sharable and successful.

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