Vimeo, the popular video platform, has made a strategic decision to end support for its current TV apps on June 27th. This includes the versions available on Android TV, Apple TV, Fire TV, and Roku devices. The apps will no longer be available for download in app stores, and there will be no further updates. Instead, if users want to watch Vimeo videos on a larger screen, they will need to stream content from a mobile device using Apple AirPlay or Google Cast. We have reached out to Vimeo for comment regarding this decision.
The move aligns with Vimeo’s long-standing focus on catering to creatives and corporations rather than competing directly with YouTube. The company has stated that the TV apps are not a priority within its current strategy, and it aims to maintain products that are consistent with its standards. By discontinuing support for TV apps, Vimeo can allocate its resources to areas that align more closely with its vision, potentially leading to better overall user experiences.
While the decision makes sense from a strategic standpoint, it does come with some implications for users. Browsing through the “Watch Later” queue or engaging in marathon viewing sessions will no longer be as convenient on TV screens. Instead, users will need to rely on their computers or mobile devices for extended streaming sessions. Vimeo seems to be encouraging users to shift their viewing habits to these devices, emphasizing that casting from mobile to TV will provide a “better ongoing experience.”
Vimeo’s choice to prioritize its core audience of creatives and corporations highlights its commitment to serving their needs. By focusing on their strengths and streamlining their offerings, Vimeo aims to deliver the best possible experience to its target users. While this may come at the expense of TV app users, Vimeo’s decision underscores its determination to refine and enhance its platform based on its core values and strategic direction.
