Two years after abruptly discontinuing its previous iteration, Vimeo has announced its big comeback on the Apple TV. A brand-new app, built from scratch, is available starting today, signaling a shift in strategy for the video platform.
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What’s in Vimeo’s New App?
The news dropped today: Vimeo’s app for Apple TV has made its return to the App Store. According to the platform, this new version has been completely rewritten to be faster and more reliable. The interface has been redesigned, featuring a “Watch” page that highlights content curated by Vimeo’s team.
From a practical standpoint, the app allows users to browse their own video library, access their “Watch Later” list, and view their purchases. The video player has also been enhanced, now supporting chapters and playback speed adjustments.
A Surprising Pivot
This return is unexpected. As recently as June 2023, Vimeo had decided to remove all its TV apps (Apple TV, Android TV, Roku…). This move frustrated many, including myself, a long-time user of the platform.
At the time, the company explained that it wanted to focus on its role as an “all-in-one” platform for professionals and that users would have a “better experience” using AirPlay or Chromecast from their phones. Clearly, their opinion has changed.
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A Pro-Apple Strategy, Contrasting with YouTube
This reentry into the Apple TV market is not an isolated event, but part of a new strategy by Vimeo that appears to be courting the Apple ecosystem. Last October, the platform made headlines as one of the first to launch a native app for the Apple Vision Pro, fully supporting spatial videos.
This move starkly contrasts with that of its major competitor, YouTube, which noticeably snubbed Apple’s headset at its launch, offering no app.
What’s the Verdict?
Vimeo’s strategy in recent years was, to put it politely, somewhat unclear. Killing its TV apps only to tell people to use AirPlay was a heresy in terms of user experience. This 180-degree turn is therefore welcome news; it’s a sign that they’ve finally recognized their mistake.
It seems like Vimeo is trying to carve out a new niche for itself: that of a “premium” and “creative” alternative to YouTube, especially for users within the Apple ecosystem. By making a strong presence on Vision Pro and now returning to Apple TV, they are sending a message to us, the fanboys. Did you, for instance, give up on Vimeo after they scrapped their TV app?
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