VideoNorms: Benchmarking Cultural Awareness of Video Language Models

As Video Large Language Models (VideoLLMs) are deployed globally, it is important to assess their ability to reason across cultural contexts. To advance cultural norm awareness evaluation in VideoLLMs, we introduce VideoNorms, a dataset of cultural norm annotations from popular US and Chinese TV shows annotated with adherence or violation labels and (non-)verbal evidence. Through a human-AI collaboration framework, each item was first annotated by a large VideoLLM, and then reviewed by at least three trained monocultural annotators with significant lived experience in the target culture, resulting in a dataset of over 3,000 human judgments. Human verification showed disparity in US and Chinese norm extraction performance, cautioning against fully automatic approaches cultures under-represented in training data. Hierarchical linear modeling analysis of 7 open-weight VideoLLMs' performance revealed that: 1) models perform worse in Chinese compared to US, particularly for norm adherence prediction; 2) models have more difficulty in providing non-verbal evidence compared to verbal evidence for norm adherence/violation predictions. Ablation studies confirm video modality is indeed necessary for accurate performance, and scaling model size does not yield classification score improvements. Our findings and data contribute to culturally grounded video model training and evaluation.