Vimeo, the video sharing site of choice for many independent content creators, has reached 50 million users worldwide up from 30 million a year ago.

Big growth has occurred in Western Europe, says Dae Mellencamp, General Manager of the IAC unit in this interview with Beet.TV.

While Vimeo has been popular with the creative community for some time, the site's users have broadened, she says.

She says that the quality of playback and an uncluttered, well-organized user experience with no pre-roll advertising have led to the site's success.  

Revenue comes from a premium subscription service and from display advertising and special ad units.

Mobile now drives 10 percent of all Vimeo views, she says.

Andy Plesser