Online video platform Vimeo on Tuesday announced it is launching Vimeo On Demand, its open self-distribution service.

“With the addition of Vimeo On Demand, creators can now use Vimeo to control the way they earn revenue and retain a significant portion of the proceeds,” said Vimeo CEO Kerry Trainor in a statement.

The service, available to Vimeo PRO members, lets creators sell their work directly to audiences, and retain a 90 percent revenue share after transaction costs.

Vimeo On Demand will also let creators choose their price points and country-by-country availability, and provides the opportunity to offer content via Vimeo, creators’ own websites, or both.

Users who purchase video through the service will be able to access it across multiple devices, including desktop computers, mobile (Android, iOs and Windows systems), connected TV devices and smart TV platforms.

The service is launching at the SXSW Interactive + Film Festival with a screening of renowned indie animator Don Hertzfeldt’s It’s Such a Beautiful Day.

Vimeo previously launched its Tip Jar service for creators to monetize their content through viewer donations.