A video demographics analysis system selects a training set of videos to use to correlate viewer demographics and video content data. The video demographics analysis system extracts demographic data from viewer profiles related to videos in the training set and creates a set of demographic distributions, and also extracts video data from videos in the training set. The video demographics analysis system correlates the viewer demographics with the video data of videos viewed by that viewer. Using the prediction model produced by the machine learning process, a new video about which there is no a priori knowledge can be associated with a predicted demographic distribution specifying probabilities of the video appealing to different types of people within a given demographic category, such as people of different ages within an age demographic category.