“It was everything from mom-and-pops to tech startups to the marketing department of large corporations,” she says.
Sud later attended Harvard Business School and did stints at Amazon as a toy buyer and in marketing at before joining Vimeo.Ī year into the job, Sud began seeing short advertising clips and product demos posted beside Vimeo’s usual documentaries and art-house flicks. Next came a Wharton degree and then a few years doing mergers at Sagent Advisors. After her public school lost its accreditation, Sud applied to 12 boarding schools and got into Massachusetts’ elite Phillips Academy Andover. She grew up the daughter of two immigrant doctors in a tight-knit Indian community in Flint, Michigan. Sud certainly had the smarts and the credentials to give Vimeo a makeover. “We had an amazing brand and platform, but it was hard to see what to do with it.” “Vimeo always had an identity crisis,” Sud says. For much of the subsequent decade, the company tried to make money off viewers through an iTunes-like on-demand service, and later the ill-fated studio and streaming channel. “We bought Vimeo almost by accident,” says IAC’s Levin. The $30 million deal included the comedy studio, its companion merch site BustedTees-and Vimeo, the web player for CollegeHumor’s sketches. Vimeo came aboard IAC in 2006 as a stowaway upon Diller’s purchase of Connected Ventures, the parent of lowbrow comedy site CollegeHumor.
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Says Sud, “We’re both a 16-year-old video platform and a three-year-old software startup.”
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Vimeo may have failed to launch its own streaming channel, but thousands of others-from indie filmmakers to Pilates instructors-use it to create subscription channels on streaming services such as Apple TV, Roku, Fire TV and Xbox.
Meanwhile, a million-plus smaller businesses use Vimeo to distribute advertising, product demos and how-to videos. And Vimeo’s corporate clients don’t have to fret about random advertisements-or, worse, ones from competitors-appearing in the middle of their branded content.Ĭompanies like Deloitte, Pottery Barn, Rite Aid and Forbes use Vimeo to deliver training and onboarding videos in addition to livestreaming corporate events to employees now spread worldwide. Ad-free is also vital for distribution on online retailers like Amazon, Etsy and Shopify. Subscriptions start at $7 a month for a basic package and climb to more than $20,000 a month for big enterprise deployments at places like Amazon and Starbucks.īecause Vimeo is commercial-free, its videos are allowed on ad-supported outlets like Facebook, LinkedIn, YouTube, Pinterest and Twitter. In the current frothy cloud software market, Bank of America predicts Vimeo (which IAC tried to unload to Kodak for around $10 million more than a decade ago) could hit a valuation of $10 billion-about 50% of IAC’s current market cap.įor customers, Vimeo is a digital crop duster whose software enables them to spread videos across social media, email marketing campaigns, websites, digital marketplaces and streaming channels.
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