Case Study: Tate Online achieves faster publishing, doubled dwell time and nearly 1M video views with Brightcove

Brightcove Inspires a New Medium for Arts Education

Tate Online, the web presence for the UK’s Tate galleries, had long used video to extend and enrich visits but faced a slow, fragmented publishing process after years of re-encoding legacy RealPlayer content and building an in‑house production team. By 2008 the video library had grown enough that Tate needed a centralized, faster way to publish and measure online video to better engage audiences and support new educational initiatives.

In May 2009 Tate adopted the Brightcove platform and launched the “Tate Channel” to aggregate and host all video content, streamline publishing, and access analytics. The change sped up production, enabled interactive projects (for example a video “postcard” exchange with artist Ai Weiwei), and drove measurable results: about 4,000 daily views (approaching 1 million total), roughly 75,000 visits/month, and an increase in average dwell time from two to four minutes, plus more social followers and plans to extend video access to mobile via Brightcove APIs.

Tate Online