MoMA is a leader in the field of art on YouTube, with 556.4K subscribers as of Dec 31, 2024. Our videos take viewers into the minds of artists and behind the scenes to see the vital work of those who make the museum run, from conservators and curators, to educators and art handlers, and more. Our video program spans documentaries, demonstrations of art techniques, think pieces, artist and thinker profiles, live streams, and animated videos. Online, we reach a wider and more diverse audience than the museum can. Some of our viewers will never make it to MoMA, or may only come for a once-in-a-lifetime visit, but can stay connected, learn from, and engage with the museum on a regular basis via our free channel. Video is a uniquely emotional medium and the majority of our work is unscripted. We have developed series that audiences keep coming back to becasue we meet people where they’re at, allow for complexity and intimacy, and foster a willingness to hear other’s perspectives and go new places. In 2024 we focused on bringing our audiences beyond the museum's walls to the artists and thinkers who make art history.
In 2024, we published more in-depth videos on a wide range of topics, including short documentaries on both living artists Jamel Shabazz, Joan Jonas, and Marlon Mullen and the hidden histories of the works artists have left us (Martin Wong and Pablo Picasso). We filmed interviews with Tilda Swinton, Jason Moran, and LaToya Ruby Frazier about the works of art that changed them. We continued our popular art techniques tutorial series with new episodes on weaving and ceramics. We experimented with animation to show the artist Käthe Kollwitz's process, to celebrate the 100th Anniversary of the Surrealism, and to show how information designer Giorgia Lupi creates data visualizations. We also launched a new series Art and the Senses with two episodes on the sense of smell in Mike Kelley and Montien Boonma's work. Our ambitions for the quality and complexity of our stories have led us to create evergreen media with high engagement and impact in terms of educational value.
MoMA remains a leader in the field of art on YouTube, with 556.4K subscribers as of Dec 31, 2024. We gained 28K subscribers and 3.6M views in 2024. Our top three performers included a documentary on what the back of Pablo Picasso's Three Musicians tells us about its history (214K views in 2024), a video from 2021 on the restoration of a 1959 VW Beetle (187.7K views in 2024), which demonstrates how our approach to evergreen content continues to give our videos a long tail engagement, and a documentary on the artist Martin Wong and the history of downtown New York City (136K views in 2024).
In 2024 our watch time was 167.7K hours, we had 40M impressions, and our impressions click-through rate was 4.0%.
