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Vimeo invests in Roku app overhaul

Nick Alt, Vimeo's VP of mobile and TV, says the platform's channel customization goes beyond the templates Roku provides.
August 14, 2014

Video sharing platform Vimeo unveiled its rebuilt Roku app on Thursday, marking the first major overhaul of the channel since it debuted on the set-top box in 2011.

“We really took it as far as their device will go with a custom UI and experience that feels right for a Roku user,” said Nick Alt, Vimeo’s VP of mobile and TV, in an email.

The update features a new user interface designed to make content more discoverable on the homepage and reduce the number of clicks it takes to play a video by half.

Vimeo has over 30 million users, and the new app expands that reach by allowing non-registered users to access content. It also has built-in support for in-app purchasing of its 11,000-title Vimeo On Demand catalog, a feature set to debut this fall.

“Given it was our first significant refresh, we really wanted to blow it out of the water and spent a considerable amount of time working on the new channel, including ample testing in partnership with Roku to ensure it’s a seamless experience for consumers at launch,” explained Nick Alt, Vimeo’s VP of mobile and TV, in an email. “Roku brought us a few interesting opportunities to customize our channel beyond the templates they provide, and we really took it as far as their device will go with a custom UI and experience that feels right for a Roku user.”

Parent company IAC recently disclosed that Vimeo achieved 45% revenue growth in the second quarter, with 170 million monthly unique visitors, and nearly half a million paid subscribers to the platform.

“According to recent reports, Roku is the #1 connected TV device in the U.S. for usage and purchases, so we have high hopes for its usage,” Alt said.

About The Author
Todd is StreamDaily's U.S. West Coast Correspondent. He has written for a wide range of publications, including The Hollywood Reporter, Variety, the Los Angeles Times, the New York Post, NylonGuys and, yes, even the Weekly World News. Earlier in his career, he served as senior editor for the pioneering alternative movie magazine Film Threat. You can reach him at toddrlongwell[at]gmail.com or on twitter @toddlongwell1

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