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Courtesy of vimeo

Vimeo just made it easier for Roku users to watch premium videos from its service: The company rolled out an update to its Roku app Monday that makes it possible to rent or purchase videos from its Vimeo On Demand program, which now consists of over 30,000 indie films and documentaries, directly on the TV. Monday’s Roku app update also included support for HLS streaming, simpler account activation and support for Roku 4 devices.

“The new transaction support will provide video creators selling in our VOD marketplace with an opportunity to sell their videos directly to millions of potential viewers worldwide on TV for the first time,” said Vimeo’s VP of product Christophe Gillet.

Vimeo is still seeing most of its viewing on desktop and mobile, according to Gillet, but the site’s TV user base is growing. And with the bigger screen, there’s also an increased willingness to watch and pay for longer-form content, he argued: “Lines between online video and TV continue to blur.”

IAC-owned Vimeo first launched its VOD store in early 2015. The company has been pitching it to creators as a way to sell their movies at a price of their choosing, and keep 90 percent of the revenue. Up until now, Vimeo offered only transactional VOD as well as subscriptions via its website and mobile apps, but Gillet said that the company was looking to add transactional support to other streaming devices and smart TV platforms as well.

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