Technology

Social TV is growing rapidly: Viacom study

MUMBAI: US media conglomerate Viacom has unveiled the results of its new ‘Social TV: Viewers C‘s The Moment‘ study exploring the social TV phenomenon through the lens of the viewer.


As per the study, while fairly nascent, social TV and co-viewing trends are growing rapidly, representing a shift in TV viewing from a lean-back to a lean-forward experience. Viewers engage in an average of seven different types of social TV activities - online or offline - on at least a weekly basis. The most common activities include watching TV with others (85 per cent), searching for supplemental content (61 per cent) and viewing TV show clips on social networks (58 per cent).


The new research reveals that consumers engaging in social TV activities "C‘s the moment" primarily by communicating, consuming content and checking comments.


The two-phase study involved 24 ethnographies in Boston and San Diego with VMN viewers aged 13-52 that engage in social TV activities on at least a weekly basis. National online surveys were conducted with over 1,500 VMN viewers aged 13-54. When asked what social TV means to them, the most commonly reported words were "interactive," "friends" and "Facebook "or "Twitter." The leading source of discovery of social TV services is through search (38 per cent), followed by social networks (26 per cent) and ads run on shows (22 per cent).


Viacom Media Networks executive VP, chief research officer Colleen Fahey Rush said, "One of the main goals of this research was to understand how to inspire social TV activity among our audiences. At VMN, we‘re focused on leveraging our fans‘ attachment to their favourite shows by developing compelling social TV services and apps that deepen those connections and unlock the value of social chatter."


Communication: Communicating is a top priority for social TV users. Many respondents described cobbling together unique communication systems to interact with different social circles while watching a show. "When I‘m watching Jersey Shore, I have Facebook chats with 10 friends and I‘m texting a dozen people, and I can be on the phone to my best friend," said one participant.


There is no one-size-fits-all in terms of chat options. Of those interested in chat features, 56 per cent prefer communicating through the social TV app/service, 53 per cent through Facebook, 50 per cent through individual or group texts and 38 per cent through Skype or Apple FaceTime. For those that use check-in services, 71 per cent check in to a show to let their friends know and 64 per cent check in to let other fans of the show know. Check-in services are a unique way of communicating viewing activities while simultaneously encouraging others to tune-in and join a shared experience.


Smartphones dominate the use of social TV apps at 82%, trailed by tablets at 18 per cent. For services that are delivered via HTML websites and associated apps, 52 per cent of usage occurs on smartphones or tablets, followed closely by desktop or laptops at 48 per cent.


Content: Content is king for social TV users. Viewers want something special from their social TV services rather than commoditized content that can be found through online searches. The number one request for content is full-length episodes (88 per cent), followed by sneak peeks of new episodes (75 per cent), and behind-the-scenes extras (71 per cent) and highlight clips (71 per cent).


The majority of TV socialisers are interested in rewards with real value, like free merchandise or signed cast photos. When putting aside the material aspect, virtual rewards offer an emotional pay-off, described as being similar to the feeling when ‘liked‘ on Facebook. Trivia and casual games related to a show are of greater interest if they offer some kind of reward. Real fans want to have their knowledge and skills tested, and expect the game to be challenging.


Comments: Social TV users check comments about their favorite shows for a variety of reasons. Comments provide a different point of view, can pick up on something a viewer may have missed on their own and most importantly, create a direct connection between fan and show. "I love reading Daniel Tosh‘s tweets while watching Tosh. It gives the show a whole other dimension," said one survey respondent.


Not all sources of comments are equally valued. The number one source viewers want to hear from is a show‘s cast and crew, followed by the people they know. Audiences are sensitive to the quality of comments from a show‘s cast and crew - they look for authenticity and prefer the star(s) to be in character.


Social TV Users "C‘s the Moment" During Live Viewing: "Viewers C‘s the Moment" reveals that live TV show viewing unlocks the real value of social TV services and co-viewing activities. Features relating to communication, content and comments are twice as likely to be used during live than time-shifted viewing. Social TV enthusiasts reported feeling "left out" of the conversation if they missed a live airing.


One respondent said, "I‘m most likely to engage with Social TV networking when it‘s live. So when a new show comes on, I‘m very likely to check-in just before the show, see comments from other people, [and] make my own comments during the show as well."


Social TV activities also increase directly after a live show, when viewers can access exclusive content like sneak peeks without interrupting the live viewing experience. "I go to the website and watch the director‘s cut?after it airs as I like the extra scenes. I like to feel that I am getting something extra and it extends the
show," said a participant.


Social TV can also help foster show discovery. Features like check-ins, viewer comments and shared video clips help viewers discover shows; incentivise them to watch and encourage them to join the live conversations.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/05/16/divesh.jpg?itok=zBE4YL3k
Livestreaming App SWOO sees momentum in India; Launches Trivia Format in India

SWOO, a leading global livestreaming platform established in Middle East, today announced the launch of its SWOO TRIVIA SHOW ? a celebrity hosted live video streaming game show for Indians. SWOO is a user friendly, engaging and feature-rich live broadcasting app available across Android/ iOS/ Web...

Technology Software Applications
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/05/14/TiVo-800.jpg?itok=YeoN1Hcd
TiVo exits STB business

MUMBAI: TiVo is exiting the manufacturing, sales and distribution of set-top boxes to a yet-undisclosed third party, the company has said.

Technology Hardware Set-top Boxes
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/05/09/iot.jpg?itok=8nXgmc_U
IET India IoT Panel joins hands with exhibitions india group for the 3rd edition of IoT india congress

IoT India Congress is India?s Platform of Platforms for the Internet of Things conceptualized by IET India IoT Panel, a think tank constituted by the Institution of Engineering and Technology (IET) India. The 3rd edition of IoT India Congress will be hosted in collaboration with India?s leading...

Technology Software Firmware
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/05/08/lexi.jpg?itok=uPD543QG
Tata Elxsi's Automation suite adopted by pan-European Media and Telecommunications Company

Tata Elxsi, a global design and technology services company, announced the licensing of its integrated test automation and monitoring suite ?FalconEye? to a pan-European media and telecommunications company for OTT automation and improving streaming performance.

Technology Software Firmware
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/04/13/nabshow.jpg?itok=S9rP2yss
Verimatrix recognized for contributions to latin american Pay-TV market with PRODU award win at NAB Show

LAS VEGAS: Verimatrix, a specialist in securing and enhancing revenue for network-connected devices and services, has received the PRODU Award for Best Pay-TV Technology Contribution on behalf of its MultiRights? OTT solution. MultiRights helps service providers effectively navigate the modern OTT...

Technology Software Firmware
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/04/09/magai.jpg?itok=233hZ8S7
Amagi debuts machine-learning powered content-preparation suite

Amagi, a cloud-based technology provider for media processing, has launched Tornado, a machine learning-based content preparation service that enables TV networks and content owners to scale their operations and accelerate broadcast workflows.

Technology Hardware Components
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/03/08/tivo.jpg?itok=1e68Zg0C
Sharp and TiVo extend interactive program guide deal to power content Discovery across entertainment devices

MUMBAI: TiVo Corporation (NASDAQ: TIVO), a global leader in entertainment technology and audience insights, today announced that Sharp Corporation will further utilize TiVo?s G-Guide HTML across Sharp 4K smart TVs and Ultra HD Blu-ray recorders in Japan, TiVo?s G-Guide xD app and remote schedule...

Technology Hardware Components
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/01/25/priyanka.jpg?itok=s2F-oxzy
HARMAN announces Priyanka Chopra as global brand ambassador

HARMAN International, a wholly-owned subsidiary of Samsung Electronics Co., Ltd. focused on connected technologies for automotive, consumer and enterprise markets, today announced that actress, singer, producer and philanthropist Priyanka Chopra has been named a global brand ambassador for the...

Technology Hardware Components
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/01/24/etere_0.jpg?itok=PCzLNCEq
Etere HSM expands interoperability with Grass Valley

Etere HSM features an integration with Grass Valley that improves interoperability, streamlines connectivity, enables faster content processing and includes deep archive capabilities. Etere introduces a new integration layer between Etere Hierarchical Storage Management (HSM) and Grass Valley...

Technology Hardware Components

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories