The past ten years, online video has transformed from a mere novelty to one of the most popular pastimes on the internet. While online video platforms, such as YouTube, provide countless possibilities to disseminate traditional video, they lack options to create deep, interactive and immersive experiences. To provide this immersion, we initiated XIMPEL, the eXtensible Interactive Media Player for Entertainment and Learning. Using XIMPEL, users can construct highly interactive narratives involving video, images, text and other media elements. Unlike various short-lived tools which have abruptly appeared and disappeared, XIMPEL has stood the test of time: it now exists ten years. Through constant development, it has evolved along with continuous changes in the online environment and infrastructure. During the ten years of its existence, XIMPEL has been utilized in a wide variety of settings, for projects involving interactive media, between storytelling and gameplay, at the VU University Amsterdam’s Faculty of Sciences, by first year students as well as advanced master students. Projects ranging from interactive detective stories, campaigns against noise, guided tours, and educational games, on topics such as mathematics and environmental awareness. XIMPEL's declarative XML format proved to be an efficient and flexible tool for developing applications, not only for computer science and information technology students but also for students from cognitive psychology and the humanities. The XIMPEL framework has also been applied in professional settings, for instance assessment training, and for exhibitions at the University of Oslo’s Science Library. Our presentation provided a perspective on the evolution and usage of the XIMPEL framework during the past ten years. We also shed light on how XIMPEL may be used to enable new ways to disseminate, present and publish video-based research. Finally, we to discussed the value of enhanced interactivity and transparency in disseminating video-based research online.