They’re trying to grow their business,” Sud said. “Small organizations desperately need to communicate with video but they have no idea how to do it. Yoga instructors and churches are working with Vimeo, for example.Ĭreating an online video strategy for small business Now, the next phase is small businesses needing to market and communicate with video for social media,” she said. “It used to be that video was for Hollywood studios and media professionals. She was promoted to CEO in 2017.Īfter she took over the top spot, she doubled down on Vimeo’s focus on helping creators make money from their videos - and that isn’t just about trying to help wannabe YouTube stars. Sud joined Vimeo in 2014 as a director of marketing, following stints at both Amazon and Time Warner, the predecessor company to what is now AT&T’s WarnerMedia - the owner of CNN. Vimeo reported revenue growth of nearly 25% in the first quarter and now has just under a million paying subscribers for its tools and services. It’s a strategy that’s paying off well for the company. “We now view YouTube as a partner, not a competitor,” she said, adding that the company also works with Twitter, Facebook, Instagram, LinkedIn and other social media sites. “What we offer to creators is the ability to have a successful video strategy,” Sud said. So she’s not concerned about traffic, viewing hours and other metrics that matter more to marketers. Sud said Vimeo does not make money from advertising like Google’s YouTube and many other media sites. The challenge for Vimeo is getting potential customers to understand its business model. In 2017, the company abandoned plans to start its own subscription video on demand service and pivoted away from original content. “That’s probably how most people think of Vimeo,” Sud said in a recent interview with CNN Business.īut the company, which was founded in 2004 and bought by internet conglomerate IAC in 2006, is now taking advantage of the explosive growth in digital video through its video sharing, live event streaming, marketing and analytics tools. “We were sort of the more indie, higher end, more artistic version of YouTube,” she said. Sud acknowledged that for most of the company’s history, Vimeo was a “viewing destination” like YouTube. The three publicly traded business software companies offer storage and collaboration tools for businesses. We really think of ourselves as a software-as-a-services company like a Slack, like a Dropbox, like a Zoom,” Sud said. “Today we do not view YouTube as a competitor. Under Sud’s leadership as CEO of Vimeo, the platform established itself as the home for video creators and professionals worldwide, building a thriving community of over 300 million users and generating scaled revenue growth and significant cash flow.īefore her tenure at Vimeo, Sud held positions in finance, media and e-commerce at Time Warner and Amazon.Vimeo CEO Anjali Sud really wants people to know that the online video company is no longer a competitor to YouTube. "As Tubi continues to scale and solidify its momentum as the most watched free TV and movie streaming service in the US, she is the perfect candidate to lead Tubi into a new era of creativity, growth and market leadership,” Cheesbrough said in a release shared by the company. In her new role, Sud will be reporting to Cheesbrough, who called the new CEO a "highly accomplished executive in the technology and media industry with a passion and track record for strategic disruption and authentic leadership”. Tubi is at the core of FOX’s digital business unit, Tubi Media Group, led by Paul Cheesbrough, which includes Tubi, AdRise, Blockchain Creative Labs and Credible, as well as the digital platforms and teams that underpin FOX’s wider digital business in news, sports and entertainment. Sud's appointment comes as Tubi recently became the most watched free ad-supported TV streaming service in the US, with the streamer reporting 64 million monthly active users, according to Nielsen.Īcquired by Fox for $440 million in 2020, Tubi also surpassed PlutoTV, Peacock and HBO Max in total TV viewing minutes. Tubi is doing things differently in a space that is being imminently disrupted, and that is my kind of opportunity,” she added. “The future of streaming TV is free, and I am excited to join the Tubi team to help shape the next wave of entertainment, by giving all people access to all the world’s stories. “We are witnessing a seismic shift in where and how content will be consumed, and I believe that Tubi can become the destination for the next generation of audiences,” Sud said in a statement. Sud, who recently stepped down as CEO of Vimeo after nine years, will succeed Farhad Massoudi, Tubi's founder and chief executive. New York, July 18: Indian-American Anjali Sud will take over as the new Chief Executive Officer of Tubi, Fox Corporation’s free ad-supported streaming service, from September 1.
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