Oscar’s Predictions — Data on YouTube Says The Winners Are…
In advance of the 2017 Oscars and for the second year in a row, Pixability has teamed up with YouTube to analyze how audiences are engaging movie-related content on the video-streaming platform. Pixability’s analysis concurs with the release of YouTube’s special-edition Movie Trailers Leaderboard, which ranks the top performing Best Picture nominee trailers on YouTube.
What did they find?
This year, all nine trailers from the leader board were blockbusters, racking up a total of 3M hours of watch time. The most popular was “La La Land,” which took home the #1 spot on the Leaderboard, followed by “Arrival” and “Hacksaw Ridge.”
However, according to Pixability, the trailers that carry the most weight are superhero movies. The superhero genre has the highest average number of views per video, which when added to animated and science fiction trailers made up 74 of the top 100 most viewed trailers.
Though comedy trailers only rank fifth in views per video, they actually generated the highest engagement rate by far in 2016, leading the pack at 3.26%. This is largely due to the viral dislike of “Ghostbusters,” which was the year’s highest engaged comedy video with a whopping 4.67% engagement rate. The official trailer had nearly 300,000 likes and over 1 million dislikes, racking in close to 300,000 comments.
But, while trailers are the most popular type of movie content on YouTube, Pixability found that songs are actually the most engaging type of movie content. And movie musicals like “La La Land” are certainly proving that. In fact, “La La Land” is destroying the competition for YouTube views among the nominees for Best Original Score, with over 1 billion views of its music. This includes both clips of the movie and covers by fans.
According to Pixability, the complete data shows that YouTube is and continues to be a major destination for consumption of movie-related videos They project that YouTube’s annual views of movie content will grow more than 24% in 2017.
