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.

AWARD SHOW RATINGSare down . . .

. . .BUT VIEWERSHIP IS UP

5 4 %ON YOUTUBE BY

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.

AWARD SHOW TRENDSpotl ight :UNDERSTANDING BEAUT Y AND FASHION CONTENT TRENDS ON THE RED CARPE T

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

TO LEARN MORE ON HOW TO ALIGN WITH THE

TOP CULTURAL MOMENTS ON THE WORLD’S

L ARGEST VIDEO PL ATFORMS, FROM AWARD

SHOWS TO MARCH MADNESS TO BACK TO

SCHOOL, CONTACT ZEFR. I N FO @ Z E F R .C O M