6/15/2013
Social media TV, the concept of viewers using social media activities while also watching TV, is currently viewed as one of the more emerging opportunities to capture the youth market. To this end, one in two young viewers uses two social media platforms or more at least weekly, according to Viacom.
Viewers engage in an average of 10 TV-related activities on social media platforms weekly. They participate in TV-related social media for three reasons:
- Functional: Viewers ages 13-17 are more likely than older viewers to use social media to search for show schedules and exclusive video. Those ages 18-24 are most likely to search for show news and to access spoilers.
- Communal: After “liking” or “following” a show, viewers are 75% more likely to watch that show.
- Playful: Thirty percent play TV show-related social media games weekly. Of these social gamers, 75% play off-season. Furthermore, 30% played the game before they watched the show. The most popular genres for games are game shows, comedy, and reality programs.
Promos (54%), word of mouth (50%), and social media (39%) are the top ways viewers learn about new shows.
Seventy percent watch the live debut of a show that was initially discovered via social media, compared to 48% who watch it live if discovered elsewhere.
Drivers of live tune-in from social media include Facebook friend comments, a show’s post, and a friend “liking” the show.
Seventy-two percent interact with friends and other fans while watching programs.
Fifty-seven percent follow or like a show on social networks.
Sixty-one percent share or recommend shows on social networks.
Sixty-one percent watch full clips or trailers online.
Sixty-six percent search for show schedules.
Forty-nine percent sign up for free offers or promotions relating to a show.
Source: “When Networks Network: TV Gets Social,” Viacom International Media Networks, Christian Kurz, VP Research, Insights, Reporting, 1515 Broadway, New York, NY 10036; christian.kurz@viacom.com; www.viacom.com. Also, Chanel Cathey; 212-846-2876; chanel.cathey@viacom.com.
© 2013 Business Valuation Resources, LLC (BVR). May not be reproduced without written consent of publisher.