Vimeo users to be able to put video behind paywall

Video platform Vimeo has outlined plans to introduce a new "pay-to-view service" in the coming months which will offer video creators a revenue stream for viewing of their content.

It has also announced another feature, which is available from today, called 'tip jar' which, as a release states, gives viewers the ability "to show their appreciation to creators by voluntarily contributing money to support their work".

With tip jar, 85 per cent of the revenue will be given to the creator and is available for Vimeo Plus or Pro members from today, both paid-for options within Vimeo.

In a release Vimeo chief executive Kerry Trainor added: "Empowering creators to make money from their videos is a logical next step for Vimeo as a service and an opportunity to expand the overall marketplace for video creators and viewers.

"Established creators and emerging talent alike can connect directly with their audiences without the need to conform to industry standards around video format, price or timing releases."

The paywall option, which Vimeo says will be rolled out in a few months time, will be customisable for creators "and provide control over pricing, rental duration, distribution location and other settings". It will be accessible to Vimeo Pro subscribers (who pay $199 a year) early in 2013.

Speaking to Journalism.co.uk, Vimeo's creative director, film and video, Jeremy Boxer said its community has been asking the video platform to "figure out a way that will enable them to make money from their work", which is now being realised starting with the 'tip jar' button, and the pay-to-view option to follow next year.

With the pay-to-view model Boxer added: "The idea here is to have a flexible model where they can decide on the pricing, they can decide on the duration of the access to the project and they can also decide on where in the world people will have access to those films and those projects."

He told Journalism.co.uk that "documentary and other non-fiction types of video has always been really strong on the site", and he hopes that the new services will attract even more.

"I think the exciting part for us is to enable more creators and more journalists to make money from their works and hopefully be able to support their careers further.

"That's the whole point behind this is to just support as many creators' and video creators' careers as possible and give them an ability to support themselves as well."

In an interview with Beet.tv (embedded below) Trainor, Vimeos chief executive, said the platform is interested to see "just what are the types of content that work in a channel like this".

Founder and executive producer of Beet.tv Andy Plesser told Journalism.co.uk that Vimeo "has been a invaluable showcase for the creative work of many video producers around the globe".

"The high-quality video player, the lack of in-stream video advertising and the community sensibility of the site’s organisation has been extremely attractive."

He added that he is interested "to see how the voluntary 'tip jar' scenario plays out", but said he believes payments may be generated around videos focused on certain political or social causes, as opposed to the "the merits of the work itself".

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