Video Marketing Blog

The Oscars According to YouTube: Why "Gravity" and "American Hustle" Would Take Home Statues

academyawards resized 600

And the Oscar goes to...

The next major video event is here with the red carpet rollout this weekend. And we’ve been tracking the top films of the year beyond the box office to see what’s happening on YouTube. Thousands of videos to support each film are making their rounds through YouTube views and (of course) we’ve analyzed them all.  And you can watch all Oscar-related videos on Touchstorm's YouTube channel

When you think of checking out a film you look for the trailer on YouTube. It helps us weigh the $20 theatre trip vs. the patience of on demand. But film promoters are pushing a lot more than trailers, with short clips, reviews, behind the scenes cuts, celebrity interviews and even fan videos to support their films and stars. This is the right strategy, which we saw work well for Super Bowl advertisers. 

Our analytics engine VOOT dug deep into thousands of videos related to the top six Academy Award categories this year. Based solely on view count, an indicator of popularity, YouTubers might announce that the Oscar goes to...

  • “Gravity,” Best Picture
  • Martin Scorsese, Best Director
  • Christian Bale, Best Actor
  • Sandra Bullock, Best Actress
  • Bradley Cooper, Best Supporting Actor
  • Jennifer Lawrence, Best Supporting Actress

The full report on our Touchstorm Video Index: Academy Awards Edition breaks down the winners in each category, and reveals insights worth noting, which apply equally to brands managing their own YouTube strategies: 

  • Supporting content matters. Just as we saw with the Super Bowl, a mosaic of great content to support the featured video helps build momentum and buzz.
  • While trailers are the hot view for most YouTubers, interviews accounted for most of the views for Bradley Cooper and Jennifer Lawrence, while film clips accounted for many of Amy Adams’ 63m views. 
  • Success begets success. As you’ll see in our full report, each of the individuals got a big boost in views because of their lift from previous work. 
  • The combination of “American Hustle” and “Silver Linings Playbook” catapulted Bradley Cooper and Jennifer Lawrence in audience views. While the “Dark Knight” trilogy helped Christian Bale land more than 140m views. 
  • Know what your competition is doing. By looking at the category—in this case the Oscars—these stars can see how they compare to their fellow nominees in views. The same benchmark applies to brands. 
  • With tight races in many categories, the exceptions (again) are Jennifer Lawrence and Bradley Cooper who are ahead of fellow nominees by three-times the view count.

Our latest report is a fun look at how the Academy might select if YouTube was the stage. But there are more factors than views to consider, and the goal should be building an audience, not just popularity. 

Keep an eye on our Video Index as we continue to analyze major video events and what they mean for marketers and brand strategy on YouTube.

Topics: YouTube Channel Analytics YouTube