First Public Interview as CEO Reveals Continued Focus on Tools and Live Video
The first quarter of her time as CEO of Vimeo has wrapped, and Anjali Sud has broken her silence about the future of Vimeo, its position as 2018 approaches, and how she views being among a few dozen women holding the title of Chief Executive in the media industry.
“When I came to Vimeo I was in a very clear role, it was marketing. But I saw an opportunity to really champion the creator side of our platform and our strategy,” Sud explained in a recent interview. “For a while, I just did it. I didn’t really ask anyone if I could, I just starting doing it and think that really opened up a path for me to do that formally and was a major catalyst for why I’m sitting where I’m sitting today.”
And, according to Sud, under her leadership, Vimeo is poised to make creators its number one priority in 2018 and beyond.
“We want to help [our creators] succeed everywhere. We want to provide them with the tools and the technology to not only distribute their content on Vimeo, but also across the web, and that includes all other platforms,” Sud explained. And it is that mindset which she believes sets Vimeo apart from its competitors.
“We’re taking a really unique approach to supporting creators, because were not just trying to keep an audience on our platform so that we can get eyeballs for advertising dollars –we’re actually the worlds largest ad free video platform — and that allows us to serve creators in different ways.”
Sud believes it’s Vimeo’s willingness to work with all formats, including VR, 360 video, and live-streaming that will inevitably drive creators to the service. This was one of the many reasons the company purchased LiveStream, its largest acquisition to date. And with that purchase, live streaming will be at the top of Vimeo’s video strategy, according to IAC CEO Joey Levin, who announced the plan in an earnings call on Wednesday morning. But hopefully this new focus on live video won’t follow the same route the company’s SVOD strategy took, which eventually ended up on the chopping block, a decision that Sud believes was the right one.
“I think it was the right decision. It’s important that what we do is really solving a problem,” she explained. “There is a lot of money being invested in original content from a lot of players and we really didn’t feel like we were going to be solving a problem that needed to be solved.”
Sud believes that though the company won’t be able to capitalize on a subscription video service, the fact that billions of dollars are being poured into original content on a yearly basis, is just as beneficial for the company.
“Ultimately the more funding there is for original content, the better it is for creators and we want to provide them them with the tools and community to support that ecosystem. So I think its very complimentary.”