from tv to digital: award seasonblog.zefr.com/.../02/awardshow_2017_ebook_final.pdf · red carpet...
TRANSCRIPT
FROM TV TO DIGITAL :Award SeasonHOW YOUTUBE IS DRAWING VIEWERS AND E XTENDING THE REACH OF THE RED CARPE T
For decades, “award season” has been
the pinnacle of the entertainment
industry and has become woven into
the fabric of pop culture as the year’s
best movies, music and TV shows are
honored and audiences of millions
look on.
From performances by top artists at
the Grammy’s, iconic speeches from
honorees at the Oscars, or opening
monologues from top comedians at
the Golden Globes, award season has
something for every entertainment
fan.
Social video has changed how
consumers and fans are watching
award shows. What was once a
Introduct ion
passive experience has become a
year long event, with fans uploading
their favorite moments from previous
shows, discussing and debating
controversial wins, and showcasing
how to recreate the looks of their
favorite actresses and actors.
YouTube has become the largest
video repository for entertainment
fans to access award season content
- and ZEFR has looked at all of it. We
leveraged our BrandID technology
to analyze the award season
landscape on the world’s largest
video platform to better understand
the entertainment viewer, and what
they’re interested in and engaging
with before, during, and after each
show.
The Oscars are no longer a 3-4 hour event. There is an incredible
spike in video uploads the day after major award shows. Clips,
highlights, fan reactions, red carpet videos, and more are posted
and viewed for weeks before, during, and after the event.
Many viewers forgo watching the event live and instead turn to
YouTube for clips of the most interesting and exciting moments.
Award season viewership is growing 54% year over year.
YOUTUBE OW N S
THE DAY AF TER AWARD SHOWS
WATER COOLER MOMENTS
1/20
100
200
300
400
1/8 1/14 1/20 1/26 2/1 2/7 2/13 2/19 2/25 3/3 3/9 3/15 3/21 3/27
Golden Globes
Grammy’s
Academy Awards
25.6 YOY Uploads Increase
33.8 YOY Uploads Increase
38.8 YOY Uploads Increase
Jan 11, 2016157 Video Uploads
Feb 16, 2016285 Video Uploads
Feb 29, 2016336 Video Uploads
Jan 12, 2015124 Video Uploads
Feb 09, 2015213 Video Uploads
Feb 23, 2015242 Video Uploads
Event Air DateGolden Globes
Jan 11, 2015 • Jan 10 2016
Grammy’sFeb 8, 2015 • Feb 15 2016
Academy AwardsFeb 22, 2015 • Feb 28 2016
2016 Uploads2015 Uploads
1/11
1/12 2/9 2/16 2/23 2/29
AWARD SEASONV iewersh ipWith over 1 billion views, Award Show Season
on YouTube drives engagement before, during,
and after the actual awards.
Viewers love to watch highlights, get Red
Carpet fashion inspiration, and comment on
wins and losses.
There have been more than 1 billion views on award show-related content in the last three years.
37% of viewers turn to YouTube for the most interesting and exciting moments. Some watch these clips in addition to the award show, others watch in place of the broadcast.
Half of the content uploaded (51%) is directly related to the award shows – clips, highlights, and reviews.
The other half (49%) surrounds celebrities (with beauty and fashion dominating), parodies, reactions, and other content like recipes people make for viewing parties.
37%AWARD SHOW
CLIPS
12%RED CARPE T
FOOTAGE
11%CELEBRIT Y:
GE T THE LOOK
9%HIGHLIGHTS
RECAP
8%CELEBRIT YSCANDALS
5%PARODY 3%
AF TERPART YFOOTAGE
3%AWARD SHOW
RE VIEW
2%POST WIN
INTERVIEW
1%RECIPES
2%NOMINATIONS
3%REACTIONS
3%FASHIONRE VIEW
UNDERSTANDING THE Content
512.7MVIEWS
ACADEMYAWARDS
103.5MVIEWS
GOLDENGLOBES
3.6MVIEWS
CRITIC’SCHOICE AWARDS
228.9KVIEWS
PEOPLE ’SCHOICE AWARDS
336.4MVIEWS
GRAMMY’S
14.1MVIEWS
SAG AWARDS
50% Award Show Clips 11% Highlights Recap 10% Parody 8% Red Carpet Footage8% Post Win Interviews6% Award Show Scandals5% Get the Look1% Nominations1% Fashion Reviews
44% Award Show Clips 14% Post Win Interviews9% Fashion Reviews8% Red Carpet Footage8% Highlights Recap6% Award Show Scandals4% After Party Footage4% Get the Look2% Parody1% Award Show Review
58% Red Carpet Footage15% Award Show Clips9% Post Win Interviews6% Fashion Reviews4% Highlights Recap4% Aftershow Footage2% Aftershow Scandal1% Fashion Review1% Get the Look
72% Fashion Reviews16% Red Carpet Footage11% Award Show Scandal1% Parody
100% Highlights60% Award Show Clips 11% Highlights 11% Award Show Scandals 9% Fashion Reviews5% Red Carpet Footage4% Get the Look
As a highly popular event, people are invested in the Oscars and like to put their
own spin on it through Parodies and continue to tune in to watch recaps.
In addition to clips, Grammy’s coverage
includes highlights and After Show Scandals like
celebrity feuds.
Clips from the show, winning moments, and
Red Carpet Fashion dominate Golden Globes
coverage.
Viewers care about the SAG Awards from the beginning at the Red
Carpet to the end with after the show coverage.
Critic’s Choice Awards content is fashion heavy,
from Red Carpet coverage to hair and makeup
reviews.
As a smaller awards show, the People’s Choice
Awards uploads focus entirely on highlights.
BEAUT Y &
BEAUT Y AND FASHION MAKE UP MORE THAN 25% OF THE VIEWS
Fash ion
77 ,2 12x
It would take 7 Oscar Ceremonies watched live to
match 262 M views...
Or 77,212Dolby Theatres
That’s also 65 times the population of Los Angeles
262M
FANS ARE VERY INTERESTED IN WHO CELEBRITIES ARE WEARING AND HOW TO LOOK LIKE THEM WITH “GE T THE LOOK”VIDEOS GARNERING MORE THAN 1 1 1 M ill ion v iews