Vimeo's Enterprise Pivot Opens $26B Video Attribution Market

Enterprise video platforms are sitting on $26 billion worth of unwatched content.

Think about it. Every B2B company has thousands of hours collecting dust—product demos, customer testimonials, training videos, webinars. Dead assets that marketing teams shot once and forgot. Until last month, that's all they were. Dead assets.

Then Vimeo dropped something that changes the game entirely.

At REFRAME 2025, they unveiled "Ask Your Library"—natural language search that treats video libraries like queryable databases. Not keyword matching. Semantic understanding. Ask "what objections did enterprise customers raise about pricing?" and it could pull timestamped moments from across your entire sales library. They added Answer Engine Optimization that auto-generates chapters and metadata. They baked in Adobe Premiere Pro integration for review loops. And they partnered with NPAW for enhanced monetization through ads and sponsorships.

Vimeo's Ask Your Library feature, now in beta, extends beyond single videos to search entire libraries using natural language, understanding both keywords and semantic context to deliver precise answers from complete video collections.

The message is clear: video libraries aren't archives anymore. They're revenue infrastructure waiting to be activated.

Here's what everyone's missing. Vimeo built the foundation, but they're too busy chasing AI discovery and creator tools to build the revenue layer enterprises actually need. The enterprise video market is valued at USD 26.32 billion in 2025 and is forecast to grow to USD 42.95 billion by 2030, advancing at a 10.3% CAGR. That's sixteen billion dollars of growth looking for a home.

The window is open for exactly one thing: Video Revenue OS—the cross-platform attribution and experiment layer that sits above Vimeo, Wistia, and every other video host to prove pipeline impact.

The Real Problem Nobody's Solving

Here's what happens in every B2B company right now:

Marketing uploads a product demo to Vimeo. Sales puts testimonials on Wistia. Customer success hosts webinars on Zoom. Each platform has its own analytics dashboard that nobody looks at. Views go up, engagement looks good, but nobody can answer the only question that matters: which videos actually moved revenue?

Meanwhile, RevOps teams are drowning in attribution problems. They can track every click on the website, every email open, every form submission. But video? Video is a black hole. They know people watched. They don't know if it mattered.

Wistia's HubSpot integration syncs video and webinar viewing data to supercharge lead scoring, automate workflows, and personalize email outreach, allowing viewers' interactions with video to show up on their contact records including video heatmaps. Great for Wistia users. Useless if half your content lives on Vimeo.

This fragmentation creates a massive arbitrage opportunity. Companies need unified video intelligence. They need experiment velocity. They need revenue attribution. And nobody's building it.

Why This Moment Is Different

Four things just converged to make this possible:

1. The semantic search breakthrough. Vimeo's AI breakthrough transforms passive video libraries into interactive knowledge bases, with the Model Context Protocol (MCP) connecting video libraries directly to LLMs and AI agents for custom workflows beyond the platform. This isn't incremental. When you can query video libraries like databases, every piece of content becomes programmable.

2. Enterprise budgets are already allocated. Brightcove's $233 million acquisition by Bending Spoons proves there's durable value in enterprise video platforms. Companies are spending. They just aren't getting ROI visibility.

3. The integration points exist. Vimeo's new Review tool, currently in closed beta with wide release planned for November, gives creators everything needed to manage video feedback with clients and teams—right inside Vimeo. Every major platform now has APIs for events, chapters, and metadata. The plumbing is ready.

4. Buyers understand the category. Lead scoring can be customized to take video views into consideration, increasing lead scores by certain points when someone watches demo videos or other high-intent content. RevOps teams already believe video engagement predicts pipeline. They just can't measure it consistently.