Business of Creators 💬

Industry latest

💱BeReal is being sold to a game company for $500 million.

✋OpenAI is bolstering its senior team with hires from veterans in social media.

🎥Forbes dropped research on the rise of social media as the crucial stop for discovery amongst young people and now Pinterest have dropped their new ad campaign showing just why. 

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YouTubers are building custom subscription streaming platforms 

Vimeo, the popular video hosting platform, is expanding its reach into the world of content monetization with its service called Vimeo OTT. This service allows established YouTubers, like the Sidemen (21 million subscribers) and The Try Guys (8 million subscribers), to create their own subscription channels, similar to streaming services like Netflix or Hulu.

👉How it works

Through Vimeo OTT, creators can offer exclusive content to their fans for a monthly fee. For instance, The Try Guys' channel, called "2nd Try," charges $4.99 per month, while Sidemen's "Side+" costs $9.99. Fans can then access this exclusive content, potentially including behind-the-scenes footage, extended cuts, or even early access to new videos.

👉The cost for creators

While offering a subscription channel can be lucrative, Vimeo OTT doesn't come cheap for creators. The cost depends on several factors, including the size of the creator's audience and the desired features. The basic package, which includes a web-only subscription service, starts at $15,000 per year. However, adding features like apps for various devices (iOS, Android, smart TVs, etc.) can significantly increase the cost, ranging from an additional $12,000 to $36,000 annually.

👉Not for everyone

Vimeo acknowledges that paywalling content isn't a one-size-fits-all solution. This model seems to work best for creators with large and highly engaged audiences who already have a strong connection with their fans. A key indicator of success, according to Vimeo, is if the creator can successfully sell merchandise like hats and t-shirts. This suggests that a dedicated fanbase willing to spend money on physical products is likely to be more receptive to paying for exclusive content.

👉The bottom line

Vimeo OTT offers a potential revenue stream for established YouTubers with large, engaged audiences. However, the significant upfront costs and reliance on a dedicated fanbase make it a less viable option for smaller creators.

Platform round-up

Leverage the latest updates and features across digital platforms to help you get ahead of the game…

🖼️Thumbnail A/B testing is finally here! YouTubers can now test different thumbnails for their videos to see which one gets the most views!

📈TikTok has dropped a brand marketing guide, diving into making creative videos that grab attention and get results.

🔠Sharing your YouTube channel just got easier - now you have a unique QR code that people can scan to instantly subscribe.