Learned to predict the popularity of viral video using brain imaging

The scientists' previous research has focused on using brain imaging to

music sales forecasting, supportcrowdfunding and general fundraising events. The research resulted in a framework called AIM (affect-integration-motivation), which uses neural measures to predict user behavior and willingness to spend money.

In the new work, the researchers used the samesystem, but with changed settings - now its task is to predict how people distribute their time when watching a particular video.

The experiment was carried out on 36 volunteers, whoseThe brain was scanned using MRI while watching the videos. Participants were shown 32 videos, and their main task was to stop playing within the first four to eight seconds.

At this time, researchers monitored activitybrain participants in the experiment and compared the data with their reaction to a particular movie. The scientists focused on four areas of the brain - the nucleus accumbens, anterior membrane, medial prefrontal cortex and posterior cingulate gyrus of the cortex.

The results showed that activity determinationbrain during the first four seconds of watching a video effectively predicts a person’s choice to continue watching the video and their emotional attitude towards it.

Activity in two specific areas of the brain wasthe most accurate metric in predicting which videos were most popular in terms of the number of views on YouTube. Increased activity in the nucleus accumbens and decreased in the anterior envelope made it possible to predict the total viewing frequency better than any other metric studied, the authors of the study note.

Earlier scientistsfound outthat watching a video helps birds better choose food. A video on how other birds eat helped the titmouse abandon unpleasant and potentially toxic foods.