With Vimeo ramping up its exclusive content offering in order to improve its position in the video-on-demand market, our midweek Chart of the Day looks at the prospects for its new material.

Globally, Vimeo is still some distance behind Netflix, which has around 3x as many monthly users, and also lags Amazon Prime Instant Video.

But there are promising signs for Vimeo as it expands into paid content. On average, Vimeo users are twice as likely to pay for all forms of online content: a third paid for a TV/film streaming service in the last month, while 34% paid for a TV/film download.

What’s more, Vimeo users also over-index for feeling more affluent than average, suggesting that many might be amenable to parting with their cash in return for appealing services.

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Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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