In this paper, a model for transverse web vibration in a roll-to-roll system is presented. Web axial tension and web axial speed, decisive parameters in the equation of motion that describes web vibration, are rigorously obtained by considering the two rolls-web coupled system's dynamics, coupled with the equation of motion. According to the present analysis, the idealized simply-supported boundary conditions, commonly used in studies on vibrations of axially moving structures are not needed. Instead, a mathematical model comprised of the governing equation of web transverse vibration and the roll angular velocity-web axial tension relationship is solved as a coupled system. A finite-difference based algorithm is used for solving the coupled system of differential equations. It is worth noting that the web axial speed and web-transmitted tension are not constants when a certain amount of the web material is transferred from the unwinding roll to the winding roll; they vary nonlinearly after a short transient period. The transverse vibration response at selected points on the web span shows higher (lower) frequency fluctuations corresponding to lower (higher) transport axial speed. This behavior is significantly different from that of a vibrating web under constant axial speed and tension.