If you’re wondering: “What’s next for Vimeo?” this article’s for you.
First, let me introduce myself. I’m Marco, Vimeo’s new lead following the Bending Spoons acquisition in November.
Vimeo and Bending Spoons
Bending Spoons is a tech company. We acquire iconic products and work hard to improve them—we have the same ambitious plans for Vimeo. You might be familiar with some of the other products in our portfolio—AOL, Brightcove, StreamYard, Evernote, Meetup, and WeTransfer, to name a few. All together, our products have over 400 million monthly active users.
Many of the brands we acquire are widely recognized and built on strong foundations. In many cases, their teams had already begun the work of evolving them, and our role is to build on that progress with the focus, investment, and operational model needed for the next phase. Our goal is to strengthen their technology, sharpen their focus, and build sustainable operations so these products can continue improving for years to come. That often requires simplifying how the business runs, but the objective is always the same: ensuring great products continue to thrive in the next era of technology.
Vimeo is no exception. It’s an excellent product with great design, impressive technology, and a beloved brand. Our plan is to apply Bending Spoons’ core capabilities—software engineering, data analysis, and product development—to make Vimeo more powerful than ever.
Our product vision & upcoming priorities
Over the past twenty years, Vimeo has evolved to meet the needs of three key customer groups: individual customers—including video professionals, creators, filmmakers, and small businesses—enterprise companies, and OTT sellers. Looking ahead, we want to make Vimeo a better tool for all three core use cases.
The first thing we did after joining Vimeo was to speak to customers of every background to understand their needs. From there, we identified the most important gaps and opportunities for each, and set out with a plan to address them.
Between now and July, our priorities are:
- Streamline the core Vimeo experience
- Improve the overall platform reliability
- Execute dedicated roadmaps for Vimeo Enterprise & Streaming (OTT)
Improvements to the core Vimeo experience
Vimeo is an excellent product, but like every complex and evolving technology, it has accumulated some idiosyncrasies over time: A workflow that’s slightly too complex, a missing setting, and other small moments of friction in the user experience.
We believe there’s significant value in releasing targeted improvements to address these small, daily issues, and we’re making this a priority. While each individual fix is often small in scope, they compound over time to bring you a much more intuitive and streamlined experience.
Our goal is to release one or two such improvements every week—some of the ones already live are:
- Drag and drop a video file directly to the Home page or into a Library folder
- Assign timestamps for generic comments in Review
- Save review link settings as default
You can follow our weekly progress here.
Overall platform reliability
Vimeo is a complex platform and our seasoned engineers are already exploring many ways to make the entire product more stable and reliable, while also simplifying and standardizing the codebase.
There’s a lot of work that goes into this, but it’s not something that’s easily observed from the outside. However, this work underpins everything else we hope to build, making it a top priority. With time, I hope you’ll see that your Vimeo experience feels even smoother and faster than ever before.
Dedicated Enterprise and Streaming roadmaps
Enterprise and Streaming (OTT) customers each have precise needs. To build our roadmaps, we spoke with over 50 customers—the insights from these conversations shaped our priorities for the next six months.
Vimeo Enterprise
For Vimeo Enterprise, we’ll invest heavily in three core product areas:
- Language and content accessibility to help our customers drive engagement with their global audiences and workforces, while also simplifying their video workflows
- Audience engagement tools to give customers essential information about how their audiences engage with their content
- Content management for greater control and visibility over the content across each customer’s account
We’re already working on several initiatives in these focus areas. Below are some previews of features in development:
- Automatic live caption translation into 90+ languages, in real time
- New in-video interactive components to measure viewer sentiment
- Powerful new analytics to track video engagement metrics across multiple videos at a time
- Organization-wide metadata for greater consistency, increased control, and easier content management
- Enhanced user audit logs for more details on user activity within the account
Vimeo Streaming (OTT)
When it comes to Vimeo Streaming (OTT), we’re looking to close the gap with other best in-class products in the space to make Vimeo Streaming the best OTT solution for customers of all sizes—from small independent creators to big media companies.
To do so, we’ll focus on expanding four core product areas:
- A world-class viewer experience to rival the world’s biggest streaming services
- Boosted viewer engagement with powerful on-platform tools to drive interaction, improve retention and grow communities without the need for custom workarounds
- Frictionless seller workflows to simplify day-to-day operations
- Foundations for advanced data and monetization capabilities, where we’ll lay the groundwork for deeper investment later in the year
Some of our most highly-anticipated OTT initiatives include viewer profiles and a content recommendation system. You can see feature previews below:
- Viewer profiles: give users a premium, personalized experience from the outset and expand the possibilities for child-safe viewing
- A content recommendation system: actively engage viewers with personalized content recommendations they’ll love
Beyond these larger initiatives, we plan to introduce one new OTT improvement every week between now and July. Here’s what we’ve already set live:
- Consistent viewer settings, where Vimeo’s platform remembers and maintains viewers’ preferred settings, such as volume and captions
- Auto-cleanup of ‘Continue Watching’ row to declutter of abandoned titles and keep the viewer’s dashboard clean and focused
- Better promo codes, with unified codes for both monthly and yearly subscriptions, and the option to apply promotional offers on gifted subscriptions
Plus...
Staff Picks is here to stay
The Vimeo Staff Picks program is a core part of Vimeo, and it remains so going forward. We’ll continue to do our part in shining a light on the many talented individuals sharing their content on Vimeo. You can follow our curators on Instagram directly. We’ll also continue to support creators in other ways, like with new sessions of the Vimeo Short Film Grant.
Vimeo’s position on AI isn’t changing
Back in 2024, Vimeo made a promise about AI—our plan is to follow the same guiding principles. You can read our entire position here, but to summarize the main points:
Vimeo will not allow generative AI models to be trained using videos hosted on our platform without your explicit consent, even if you use our free offerings. In addition, we prohibit unauthorized content scraping (by model companies) and continue to implement security protocols designed to protect user-generated content.
Our priorities remain the same—you can read our entire position here, but to summarize the main points:
- Protecting creative rights: We aim to safeguard your creative voice and ensure that your content remains under your control.
- Transparency and control: It’s crucial that creators have a clear and transparent understanding of when AI is being used, and retain control over how your content is used.
- Community feedback is key: Your insights and feedback have been central to our decisions about how AI is used in Vimeo—now and in the future.
A long-term view on Vimeo’s growth
At Bending Spoons, we bring substantial technical expertise to every product we acquire. At Vimeo, we’ve internalized functions like data, product development, design, and software engineering where we believe Bending Spoons can bring the most value. Together with the extensive knowledge and experience of the original Vimeo team, we’re working hard to significantly improve Vimeo in the long-term, as we’ve done across other products in the Bending Spoons portfolio:
- On Evernote, we’ve introduced 250+ improvements in two years, including the product's biggest update since 2020.
- On komoot, we delivered over 50 improvements in the nine months following the acquisition, and recently launched a long-awaited, best-in-class Apple Watch app.
- On Brightcove, the team moved quickly to deliver over a dozen innovations in the second half of 2025, including AI Suite, Live 4K, SSAI with DRM, and support for vertical video—with plans to release many more.
Going forward, we’re excited to work on this incredible product, with its strong brand loved by millions and an incredible, driven team. I look forward to sharing many more updates on our progress soon.
Until next time,
Marco
