Multimodal reward models have advanced substantially in text and image domains, yet progress in video understanding reward modeling remains severely limited by the lack of robust evaluation benchmarks and high-quality preference data. To address this, we propose a unified framework spanning benchmark design, data construction, and reward model training. We introduce Video Understanding Reward Bench (VURB), a benchmark featuring 2,100 preference pairs with long chain-of-thought reasoning traces (averaging 1,143 tokens) and majority voting evaluation across general, long, and reasoning-oriented video tasks. We further construct Video Understanding Preference Dataset (VUP-35K) via a fully automated pipeline, providing large-scale high-quality supervision for video reward training. Building on the data, we train VideoDRM and VideoGRM, a discriminative and a generative reward model, both achieving state-of-the-art performance on VURB and VideoRewardBench. Further analysis confirms that VUP-35K enhances both reward performance and model reasoning capability, while VideoDRM and VideoGRM yield significant gains under best-of-$N$ test-time scaling.