Video views on Allrecipes.com have reached an all-time high. Video views peak in the late afternoon and early evening, just before dinner time. Emails featuring videos receive significantly more views than videos on the website, since emails are read when users have time. Tablet use for watching videos is also increasing, now comprising over half of all tablet users, likely due to the larger screens compared to phones. Video ads on the site are very effective at increasing purchase intent and brand awareness.

1. Allrecipes.com Measuring Cup 1
What American Families
Are Eating and Cooking
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Digital Food Trends:
Online Video
June 2013
With 182.5 million Americans watching 39.3 billion online content
videos in March 2013* — up 6% YoY; Allrecipes dug a little deeper to
determine how, where and when home cooks are watching videos.
Online Video Use
Continues To Soar
Insight #1:
Insight #2:
Insight #4:Insight #3:
Video Page Views by Hour of Day and Device Type
Timing Is Everything
Email Is a Must Have Destination For Video
Video Ad Views
Reach an All-Time High
Spike In Tablet Sales
Spurs Video Views
12:00
AM
2:00
AM
4:00
AM
6:00
AM
8:00
AM
10:00
AM
12:00
PM
2:00
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4:00
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6:00
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8:00
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10:00
PM
Videos featured in emails experience significant spike in views. The front
and center, uncluttered positioning newsletters provide combined with
the likelihood viewers read email when they have time to spare drives
clicks 8x higher than their website page counterparts.
On Allrecipes.com, video ads are proven
to increase purchase intent and brand
awareness. Home cooks who viewed one
advertiser's video were 81% more likely to
purchase the product in the next 6 months!
Tablets’ larger screens are key: More than
half of tablet users watch video on their
tablets monthly; compared to just 20% of
smartphone owners who said the same.**
Dinner!
Viewership for how-to food videos peaks just before dinner – 4 p.m. — as
home cooks are headed to the store and/or into the kitchen to prepare that
night’s meal. PC/laptops still reign #1 for video viewing — likely due to their
larger screen size and larger install base
*comScore May 2013 **State of the Media 2013
Watching on a
fixed device
Tuning in
via tablet
Viewing on
mobile phone
80%
18% 3%
source: Allrecipes