It doesn’t matter if you’re a creator working for Maker Studios or not, a deal was just announced with Vimeo to expand Maker creators’ content outward and on to the YouTube rival’s site that likely affects you. Both good and bad news for everyone who ever filmed something in the name of online entertainment, here are four things you should be aware of about the deal and the two companies at large:
4. Maker is too big
How many creators is Maker Studios responsible for? According to Variety, it’s right around 55,000. That’s huge. Astronomical, perhaps. NMR knew it was a big number, but that’s ridiculous. Basically it means that most of Maker’s talent base does not matter to them/produce viable income for them. So look at this deal as a sort of dumping ground for much of the Disney-owned company’s lessers. It’s sort of the equivalent of England sending its prisoners to colonize a rock in the middle of nowhere named Australia. Vimeo is Australia — without the cute Koala bears.
3. Both companies still think the “pay thing” is a viable option
Vimeo’s big draw for MCNs and creators is the Vimeo-On-Demand feature. It must look like just a big bowl of extra money. Except that it mostly doesn’t work for “regular stuff.” Viewers have time and time again rejected freemium content in favor of you know, straight FREE content. Sure, things like the ability to pay to watch the entirety of Video Game High School was a hit, but VGHS was one of the biggest YouTube commodities ever. Same with stuff like Camp Takoda — these things work because they’re rare. If viewers start being asked to pony up on the reg’, history does not seem to be on their side.
2. It will be great for native Vimeo creators
Sure there will be an influx of competition, but as the wise ancients said: A rising tide floats all boats. Maker brings a certain cache to Vimeo and a set of expectations. Because Maker will be wielding some influence, they will certainly be making sure that Vimeo is a hub where their talent can thrive and make them money. Let’s just say that Vimeo will have to splash some new paint on the walls to live up to their end of the deal. That’s great for native Vimeo creators because they too should benefit from the added exposure and hype that results from this deal. It might mean more money, it might mean more views, and it might just bring them the exposure and opportunity they’ve been expecting from Vimeo this whole time.
1. Vimeo is NOT the company that Maker SHOULD be signing with
According to this handy dandy chart via the reasonable and intelligent folks over at SocialBakers, Vimeo is dead. That’s what a straight line on these things means, right? Okay, so it’s not an EKG meter, this chart might as well be though. Note YouTube is still going up, albeit at a less dynamic rate, but Vimeo is that flat guy down there at the near-bottom. Note that impressively uptrending line? That’s Facebook. Sure, they’re the new kids on the video streaming block, but they’re also the ones with the hype. As far as creators are concerned, Maker should be trying to wrangle a deal with them. This fusion of interests in its current state will pump some life back into Vimeo, but it won’t do much for Maker-signed creators.