<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=3051357468442033&amp;ev=PageView&amp;noscript=1">


How Apartment Therapy and Kitchn Increased Their Video Engagement With JW Player’s Article Matching

The Challenge

AT Media has a family of sites including Apartment Therapy and Kitchn. Apartment Therapy and Kitchn are two lifestyle brands that focus on life at home, from decorating and DIYs to recipes and meal plans. Collectively, they reach 53 million people across their sites and social network.

While Apartment Therapy has earned millions of video views across original content series like "The New Homesmiths" and "Marie Kondo Originals", it was having trouble increasing video consumption from its text pages. Kitchn was running into the same challenge of adding video to articles they publish on a daily basis that focus on every aspect of home cooking.

Until recently, Apartment Therapy and Kitchn would choose one "video of the day" and include it on every article page across their sites--regardless of whether the video was relevant to the content the visitor was reading. Viewing rates weren't as high as they could be, but without a team of manual curators, the sites simply didn't have the person-power to select the right video for each page.In order to get more eyes on their quality video content, Apartment Therapy and Kitchn needed an easy-to-implement technology solution that could automatically add the most contextually relevant video to their text only pages, without the need for manual curation.

Using Article Matching to automatically add a video that aligns with a story's topic is a win-win. This enriches the content and grows video engagement.

Annie Carroll, Head of Studios at Apartment Therapy

The Solution

Apartment Therapy and Kitchn chose JW Player's Article Matching solution to automatically add contextually relevant video from their content libraries to their text only pages.

Article Matching from JW Player searched the title and description of every article on their sites, giving the context needed to understand what each visitor is reading about. Then, the matching algorithm ran a search query to automatically select and insert the most relevant video from their respective vast video libraries. All in a matter of milliseconds.

The Result


Increase in Video Plays


Increase in Completion Rates


Increase in Viewers Passing the 10-Second Mark

JW Player's Article Matching allowed Apartment Therapy and Kitchn to deliver a more contextually relevant, engaging user experience.

In the three months after these sites began using Article Matching at the end of Q3 2019, Apartment Therapy and Kitchn saw a combined 36% increase in overall video plays, a 19% jump in completion rates and a 27% uptick in the percentage of play that reached the 10-second mark across their sites.

Ready to see JW Player in action?

Contact Us

Who is JW Player?

JW Player is the most powerful and flexible video platform powered by the fastest, most-used HTML5 online video player. We combine world-class software with unique data insights to help digital businesses deliver amazing video experiences, grow audiences, and maximize revenue. JW Player pioneered video on the web over a decade ago and continues to innovate as the world’s largest network-independent platform for video delivery and intelligence.

How LGBTQ Publisher Q.Digital Experienced Hockey Stick Growth in Video Views

As the world’s largest LGBTQ-owned and run media network (ranked by Comscore), Q.Digital operates four digital brands reaching 9.5 million LGBTQ consumers each month. With original video programming via their Queerty TV series and sponsored video content with major corporate sponsors, Q.Digital is continually growing their video presence online and rapidly working to increase ad impressions and revenue through a video strategy.

Learn More

TAG Heuer drives 600% increase in conversion by implementing a premium video experience with JW Player

TAG Heuer (the luxury ecommerce retail brand) implemented a premium video content strategy using JW Player to future-proof their business in 2020.

Learn More

How Classplus Reached Millions of Online Students During the Pandemic

With a best-in-class online video player strategy, Classplus managed to grow their customer base 4x during the pandemic. A rapid increase in online learning in India helped fuel the growth, and with JW Player technology powering their B2B educator online videos, Classplus now hosts over 5.6 million videos online.

Learn More

How HELLO! Magazine Generates Revenue with a Video-First content strategy

British magazine HELLO! managed to grow their video viewership by over 123% since 2020 by utilizing a video-first content strategy. This has enabled them to grow viewership and revenue rapidly, even during the pandemic.

Learn More

How SNY increased their online video viewership & engagement with a video-first strategy

The Emmy Award winning sports network SNY.tv broadcasts to seven million homes in the New York metropolitan area, and nine millions homes across the country with exclusive coverage of the NY Mets, NY Jets, and all things New York sports.

Learn More