Around 2016, Vimeo had expressed its intentions to enter into the subscription video-on-demand market with its own original programming, with the intent of spending "tens of millions" on content to populate the service as to compete with services like Netflix. According to IAC CEO Joey Levin, some of the original programming would have been from content creators already on Vimeo, paid for their material to be used on the service, thus reducing their own costs in producing content in comparison to Netflix. However, by June 2017, Vimeo had scrapped this plan, recognizing that not only that they were far behind Netflix and others in this area but that they also had generally had far fewer potential viewers and that their ultimate goal, converting those viewers into customers of the site, would be difficult.