Is social TV at an end again?

A recent study by the Council for Research Excellence in the USA provides some clues to answer this question. It suggests that there is definitely a relevant group of consumers who enhance their TV experience with social media. It also shows that the use of Facebook & Co. plays a role in new TV formats and during sports reports. For the "Talking Social TV 2" study, the Council for Research Excellence examined the TV-related social media use of 1665 American internet users between the ages of 15 and 54. Over a period of three weeks, the study participants were asked to document their everyday media use with the help of an app. The focus was on primetime TV consumption and social media use. At the end of the study period, the researchers were able to analyze 78,000 diary entries for 1,600 TV shows. The results of these analyses show first of all that a considerable 19% of consumers use TV-related social media on a daily basis. This includes both TV-related social media use directly while watching TV and at any other time. A closer look at this social TV use in the broader sense, which includes not only active posting but also reading TV-related posts, shows that TV-related social media use takes place both while watching TV (10% of consumers) and outside of actual TV viewing (11% of consumers). According to the survey, women (index 109) have a slightly higher affinity for social TV. The median age of 35 also makes it clear that it is not just the youngest who are active.

An analysis of the TV sessions recorded shows that consumers also use social media during every sixth primetime session (16%). In half of these cases (8% of all TV sessions), the use of Facebook, Twitter & Co. is also related to TV - either to the current program (7% = social TV in the narrower sense) or other programs (1%). The 25 to 34-year-olds have a particular affinity for social TV in the narrower sense (index 131). The most popular social platforms during TV consumption are Facebook, which is used during 11% of TV sessions, well ahead of Twitter (3%).

In additional analyses, the US researchers came to the conclusion that consumers particularly like to share content with friends and family during brand new TV shows: Facebook, Twitter & Co. are used in 10 percent of all corresponding TV sessions (index 142). In addition to premieres, science fiction programs and sports formats are particularly attractive when it comes to social TV - here, consumers exchange information about current events in 11% (index 152) and 9% (index 129) of all TV sessions respectively.

Another finding: consumers are more inclined to use social TV if they do not watch TV on a traditional TV set, but use alternative devices for remote viewing. According to the study, consumers use social TV during 11% of all TV sessions on the PC (index 144). Social TV use is even more pronounced when watching TV on a smartphone or tablet: Facebook & Co. are used during 18% (index 241) or 21% (index 287) of all TV sessions to exchange information about what is happening on TV. Overall, the study results suggest that social TV will continue to accompany us - but without immediately becoming part of everyone's everyday routine.

Clemens Koob

Key Facts

- 19 percent of US consumers use TV-related social media on a daily basis.
- TV-related social media use takes place both while watching TV (10% of consumers) and at other times (11%).
- Social media is used during 16 percent of primetime TV sessions.
- During 7 percent of TV sessions, social media are used to exchange information about the current program (social TV in the narrower sense).
- Social TV is particularly popular with brand new shows (10% of sessions), sci-fi (11%) and sport (9%).
- There is also a higher tendency to use social TV when watching TV on a smartphone (18% of sessions) or tablet (21%).
- Social TV will continue to accompany us - but without becoming an everyday routine for everyone.