The Upworthy Research Archive, a time series of 32,487 experiments in U.S. media

J. Nathan Matias, Kevin Munger, Marianne Aubin Le Quere, Charles Ebersole

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


The pursuit of audience attention online has led organizations to conduct thousands of behavioral experiments each year in media, politics, activism, and digital technology. One pioneer of A/B tests was, a U.S. media publisher that conducted a randomized trial for every article they published. Each experiment tested variations in a headline and image “package,” recording how many randomly-assigned viewers selected each variation. While none of these tests were designed to answer scientific questions, scientists can advance knowledge by meta-analyzing and data-mining the tens of thousands of experiments Upworthy conducted. This archive records the stimuli and outcome for every A/B test fielded by Upworthy between January 24, 2013 and April 30, 2015. In total, the archive includes 32,487 experiments, 150,817 experiment arms, and 538,272,878 participant assignments. The open access dataset is organized to support exploratory and confirmatory research, as well as meta-scientific research on ways that scientists make use of the archive.

Original languageEnglish (US)
Article number195
JournalScientific Data
Issue number1
StatePublished - Dec 2021

All Science Journal Classification (ASJC) codes

  • Statistics and Probability
  • Information Systems
  • Education
  • Computer Science Applications
  • Statistics, Probability and Uncertainty
  • Library and Information Sciences


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