According to a new Viacom study, live viewing is driving social TV as a growing number of consumers are leveraging new forms of interaction.
“The study found that viewers engage in an average of seven different types of social TV activities — online or offline — on at least a weekly basis,” notes Broadcasting & Cable. “The most common activities were watching TV with others, searching for extra content and viewing clips from shows on social networks.”
“Overall, when it comes to chatting, 56 percent of those involved in the study preferred communicating through a social TV app, 53 percent through Facebook, and 50 percent use individual or group texts,” explains the article.
Viewers want more content than what is available with an online search. The study suggests that full episodes and behind-the-scenes extras top the list.
The study also notes that fans are looking for rewards such as merchandise and prizes from games and trivia. Fans look for comments from people they know and especially from cast and crew members.
“Viacom also found that live viewing is a key to social TV activity,” adds B&C. “Communication, content and comments were twice more likely to be used during live viewing than delayed viewing. Social TV enthusiasts feel left out of the conversation if they missed an episode of a favorite show live, Viacom found.”
According to a new Viacom study, live viewing is driving social TV as a growing number of consumers are leveraging new forms of interaction.
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